Nigella launches the Greggs Christmas Menu

To launch the Christmas menu, and of course the renowned Festive Bake, Greggs teamed up with the Christmas queen herself, Nigella Lawson. As someone who doesn’t take herself too seriously and can deliver thumb-stopping content, she was key to out-sparkling competitors with a fun, newsworthy and festive brand moment.

This resulted in a dreamy 40 second AV ad reminiscent of Nigella’s legendary cooking shows, but with a distinct Greggs sense of humour.

In the campaign's hero edit, Nigella isn’t cooking up anything of her own, but with a swift reveal we see that she is instead describing the ‘rapturous riot of flavour’ that is the Greggs Christmas menu. This magical depiction was directed by duo Si&Ad, with production from Academy Films, and VFX by Selected Works.