A ‘rapturous riot of flavour’: Nigella Lawson hails Greggs as she stars in bakery’s first Christmas advert

The domestic goddess is seen taking a bite out a festive bake in the commercial as she recommends the high street chain’s seasonal menu

One is known for its value for money, Northern roots and no-nonsense sausage rolls.
The other is a domestic goddess who specialises in bringing luxury to the kitchen with her sumptuous recipes including luscious cakes and Coca-Cola braised ham.
But Nigella Lawson has described Greggs festive food range as a “rapturous riot of flavour” as she pairs up with the bakery to launch its first-ever Christmas advert.
Lawson, 64, luxuriates behind a nearly all-beige display of pastries, sandwiches, mince pies, and cups of coffee arrayed on a table during the 40-second-long clip.
The food is a world away from the spiced and brined turkey which Lawson is normally seen preparing for a group of guests on her Christmas programmes.
In her distinctive drawl, she describes the selection, saying: “Succulent filling, creamy sauce, all wrapped up in the flakiest of flaky pastries, in one or both hands, say hello to the Greggs festive bakes.”
Lawson then cradles a chicken, sage and onion and bacon flavoured festive bake in each hand before taking a large bite out of one of them.
The home, as well as the food, is given an appropriately Greggs-themed makeover with a blue and gold-coloured bauble dangling from a Christmas tree.
The advert closes with Lawson telling the camera: “Sweet mince pies, aromatic gingerbread lattes, gorgeous Christmas lunch baguettes, the Greggs Christmas menu is back”.
Reports in recent days suggest that despite starring in the advert, Lawson had declined to endorse the chain’s well-known sausage rolls.
However, Greggs said the reports were “inaccurate”, adding that the campaign with Lawson was to promote the Christmas menu, and she had never been asked to endorse its sausage rolls.
Lawson said: “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.
“Greggs brings joy wherever and whenever you choose to enjoy it, and I’m delighted to be sharing this with the nation this Christmas.”
The new menu will be available from Nov 7 onwards.
Greggs has revealed its sales increased by more than a tenth in recent weeks as the chain continued its UK expansion.
It has opened more than 150 shops this year, and had nearly 2,560 stores serving its baked goods across the country as of the end of September.
Last month, it launched its first champagne bar in which customers can pair drinks with a menu of bakes and rolls.
The bar opened in Fenwick’s Newcastle store on Oct 24 and will remain open until the end of December, offering bottles ranging from a £10 glass of Ca’ di Alte Prosecco to a £75 glass of Louis Roederer Cristal – also available by the bottle for £425.
It follows the first Greggs “fine dining” bistro at the same location last year, which served its popular festive bake alongside duck fat roasties, smoked pancetta, chestnuts and sprouts to more than 8,000 customers over a single month.