Greggs Christmas Menu Returns with Nigella Lawson’s Festive | Clapboard Ad Archive

The return of the delicious Christmas Menu

Description

In November 2024, Greggs launched a vibrant and engaging campaign in the United Kingdom to announce the return of their much-loved Christmas Menu, featuring a special collaboration with renowned chef Nigella Lawson. This film campaign, positioned within the Retail Services industry, leverages Nigella’s charismatic endorsement to create a compelling narrative around the festive season’s culinary delights. With Nigella describing the Festive Bakes as a ‘rapturous riot of flavour,’ the campaign ignites anticipation and excitement for the seasonal menu, encouraging consumers to indulge in the comforting and festive offerings. The campaign's creative focus is on evoking the warmth and joy of the holiday season, positioning Greggs not just as a convenient option for festive treats but as a destination that captures the spirit of Christmas through delicious, quality bakes. Launching on November 7, 2024, the campaign strategically taps into the traditional build-up to the holidays, maximizing relevance and consumer engagement at a time when demand for seasonal products peaks. By integrating a familiar and trusted culinary figure like Nigella Lawson, Greggs enhances credibility and appeal, bridging the brand’s strong retail presence with an aspirational yet accessible festive food experience. This thoughtful approach strengthens brand affinity and drives foot traffic during a critical sales period, while the film medium ensures a dynamic and immersive storytelling format that resonates across digital and broadcast platforms. Overall, the campaign successfully blends seasonal marketing momentum with authentic culinary enthusiasm to reinforce Greggs’ position as a key player in the festive treats market during the 2024 holiday season.

Credits

Client

Greggs

Campaign Proposition

Greggs’ campaign announcing the return of its Christmas Menu for 2024 leverages the authority and warmth of Nigella Lawson to frame the seasonal offering as a “rapturous riot of flavour.” The brand proposition centers on delivering an indulgent, festive experience that combines convenience with the rich sensory appeal of traditional holiday foods. By emphasizing the menu’s return, the campaign positions Greggs as a go-to destination for familiar, comforting seasonal treats, reinforcing its role in helping consumers celebrate the holidays with accessible, enjoyable food. Strategically, the campaign taps into consumers’ emotional connections to festive traditions and seasonal indulgence, using Nigella Lawson’s trusted culinary persona to enhance credibility and aspirational value. The timing in early November aligns with the growing consumer readiness to engage with holiday products, ensuring the menu is top of mind as shoppers plan their seasonal purchases. By using film as the medium within the Retail Services sector, the campaign creates a lifestyle narrative that positions Greggs not just as a quick-service food retailer, but as an integral part of the holiday experience. This creative angle—blending expert endorsement with warm, sensory language—targets a broad audience looking for reliable quality and festive cheer without complexity, effectively bridging premium festive indulgence with everyday accessibility.

Creative Device

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This Greggs campaign leans on the prominent inclusion of celebrity Nigella Lawson to announce the return of the Christmas menu, with her presence and endorsement serving as the central creative device. The narration style ("declares Nigella Lawson") and meta detail ("with a little help from Nigella Lawson") clearly signal the reliance on a celebrity rather than a story, problem-solution, or symbolic/exaggerative approach. Rather than showcasing product utility or dramatizing a lifestyle, the campaign taps into Nigella’s established, festive culinary association, leveraging her recognizability and authority to generate excitement and memorability for Greggs’ Christmas offer. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats