Nigella downs a creamy treat she says is enough for 'one or both hands'
Greggs has enlisted celebrity chef and cookbook author Nigella Lawson to star in its first-ever Christmas ad, which sees her enthusing over the high street chain’s festive food. Lawson, known for her indulgent recipes and eloquent cooking programmes, is featured returning to her home decorated with fairy lights and a Christmas tree bedecked with Greggs baubles, before describing the “rapturous riot of flavour” of the chain’s “festive bake” pastry.
Reports in recent days suggest that, despite starring in the ad, 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.
Instagram Lawson has won legions of followers since her first cookbook How To Eat in 1998 through to 2020’s Cook, Eat, Repeat, and their accompanying television shows. Greggs has revealed its sales jumped by more than a 10th in recent weeks as the chain continued its UK expansion.
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