Greggs enlists Nigella Lawson for its inaugural Christmas advertisement, highlighting the festive menu.
- Nigella Lawson describes the “rapturous riot of flavour” in Greggs’ festive bakes, expressing delight in the collaboration.
- The advertisement showcases a Christmas scene at Lawson’s home with Greggs-themed decorations, and festive menu items, including vegan options.
- Reports of Lawson declining to promote sausage rolls were denied by Greggs, focusing instead on the broader Christmas menu.
- This development occurs alongside the release of other seasonal adverts by major brands like Aldi and Morrisons.
Greggs has made a notable foray into the world of Christmas advertising, debuting its first-ever festive campaign featuring renowned chef and cookbook author Nigella Lawson. Lawson, a self-professed fan of Greggs, particularly their sausage rolls, plays a central role in this festive promotion. The advertisement captures Lawson in a homely Christmas setting, complete with a tree adorned with Greggs-themed baubles. She eloquently praises the “rapturous riot of flavour” found in the bakery’s “festive bake” pastry, highlighting its succulent filling and creamy sauce encased in flaky pastry. Lawson expressed her enthusiasm, stating, “As a longtime fan of Greggs, and especially their sausage rolls, I’m thrilled to be collaborating with them to celebrate the return of the iconic Christmas menu.”
The advertisement concludes with a scene showcasing a kitchen table laden with a variety of Greggs’ Christmas menu items, notably featuring a platter of vegan festive bakes. This imagery not only underscores the festive spirit but also Greggs’ commitment to catering for diverse culinary preferences, including vegan options. The campaign has generated significant interest on social media platforms, including Instagram, where it was shared by Lawson herself.
Despite some media speculation suggesting Lawson’s alleged refusal to endorse Greggs’ famous sausage rolls more extensively, the bakery chain firmly denied any discord. They clarified that their collaboration with Lawson was solely aimed at promoting the Christmas menu and she was never asked to broaden her endorsement to include the sausage rolls. This clarification aligns with Greggs’ strategic focus on highlighting the diversity and appeal of their festive offerings for the holiday season.
The timing of Greggs’ campaign coincides with the release of other Christmas advertisements by big-name retailers such as Aldi and Morrisons. Aldi has once again featured the character Kevin the Carrot, while Morrisons spotlights its singing oven gloves, contributing to the vibrant tapestry of holiday marketing initiatives. Greggs’ entry into this competitive advertising landscape signifies its ambitions to strengthen brand presence during one of the most commercially significant times of the year.
Greggs’ collaboration with Nigella Lawson marks a strategic entry into festive advertising, aiming to captivate holiday consumers with diverse menu offerings.
