Even for food snobs like me, her Christmas ad for the budget bakery is a an unexpected, cheeky stroke of genius
jostling for attention this week, had anyone expected a cheeky takeaway chain to come out in front? But we all get a kick out of the unexpected, and the new Greggs ad blends classic comfort from the high street food favourite with a sprinkle of festive luxe, thanks to the unwavering allure of Nigella Lawson.
Might Nigella actually convince consumers to dial in or drive thru a Greggs on Christmas morning? Unlikely. That’s probably as far-fetched as the ad itself, which shows Nigella describing Greggs’ festive menu in typically high camp form, before revealing her grand spread of “sweet mince pies, aromatic gingerbread lattes, gorgeous Christmas lunch baguettes.
Will droves of new audiences now flock to the high street bakery chain? I don’t doubt that her support will encourage plenty of people to take another look at its offerings. Price-wise, it’s very hard to find a filling snack for under £2. Especially if you’re shopping at Ocado, the online retailer Nigella also fronts. As a decidedly upmarket shop, I wonder what Ocado makes of the Greggs association. Maybe it will benefit, too.until now, from coca cola ham to peanut butter pasta.
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