Greggs has released its first Christmas campaign with British culinary legend, Nigella Lawson. Launching its festive menu, a collaboration with the famous food writer and cook, the debut embraced Nigella’s classic style.

Embracing the Queen of Christmas, Greggs’ advert is centred around Nigella’s love of good food. The advert plays into iconically British culture to capture the spirit of enjoyment at Christmas.

The spot opens with Nigella at home in a cosy setting adorned with festive decor and twinkly lights. In her signature style, the cooking icon describes a range of delicious flavours and food textures associated with the festive season.

Ending the short film with the strapline ‘Bag some joy’ to spot shows that even the most sophisticated of chefs still enjoy the simple pleasures of a Greggs treat.

Nigella Lawson, Chef and broadcaster, explained:  “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 seasonal menu includes the return of the Festive Bake, as well as its counterpart, the Vegan Festive Bake. Both products feature in the short video. It also includes a special edition muffins and doughnuts and festively flavoured hot drinks. These include the new Gingerbread Latte and the return of the Orange Hot Chocolate and Mocha.

Nigella shared the ad on social media to kick-start the campaign, showcasing it to her 3.1 million Instagram followers.

Bringing together two staples of British culture, the on-the-go food retailer and Nigella Lawson, the ad confidently solidifies Greggs special place in British Christmas culture.