Nigella Lawson unveils Greggs’ festive bakes in Christmas ad

Celebrity chef Nigella Lawson is the face of Greggs’ first Christmas ad campaign, the brand has confirmed.

The star is fronting Greggs’ ‘Bag some joy’ ad, where she appears preparing a Christmas dinner in her townhouse, only to reveal she is about to enjoy a dinner “wrapped up in the flakiest of flaky pastries” in the form of two Greggs’ festive bakes.

The ad introduces Greggs’ new seasonal menu, comprising of a festive bake and vegan festive bake, Christmas lunch baguette, festive flatbread, and a range of hot drinks and sweet bakes.

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The baker confirmed Lawson’s participation on Sunday, ending weeks-long speculation after the celebrity chef was spotted coming out of a filming location set while holding a Greggs bag.

“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,” said Lawson.

“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 ad is the latest of Greggs’ “seasonal showstoppers”, including a 500-strong drone show “twice the size of Big Ben” which took place above its Gosforth bakery in Newcastle last Christmas.

The menu will be available in shops from 7 November.