Two baking icons are rumoured to have joined forces for the ultimate Christmas campaign.
Following collaborations such as , Bistro Greggs and the Greggs champagne bar in Fenwick, it's now reported that kitchen goddess Nigella Lawson has signed up to be the face of Greggs this festive season.
The TV chef, renowned for her own mince pie and festive sausage rolls recipes, is said to have inked a six-figure deal to star in the Newcastle bakery chain's Christmas advert. The food writer and former restaurant critic was spotted filming in west London with a bag of Greggs treats, and there is speculation she may also suggest ideas for Gregg's seasonal menu as part of the deal
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The advert was shot in a fairy light-adorned house in Ealing, where an array of Greggs' goodies were displayed on a table, including hot drinks and sandwiches. The celebrity chef, known for adding a seductive sparkle to her TV cookery shows, was seen departing the shoot in a wool coat, with artificial snow sprinkled on her shoulders.
Greggs' alleged partnership with Nigella is viewed as a significant win for the Newcastle firm, already leading the pack in festive food-on-the-go thanks to its seasonal festive bake, due to hit the shelves in the company's 2,500-plus stores next month.
Nigella Lawson is renowned for her golden touch that Greggs will be keen to utilise. After an episode of Nigella's Christmas Kitchen aired 18 years ago, in which she advocated the use of goose fat for roasting potatoes, supermarket sales doubled, reports .
Moreover, her endorsement of a specific waffle maker led to a 30% surge in sales of the item at kitchenware retailer Lakeland. Greggs has been approached for a response.
In other news, Northumberland-based botanical brew firm Fentimans has engaged Newcastle's Drummond Central to produce a new television advertisement. The 30-second commercial features the animated character Fentiman, who rejects inferior soft drinks and praises the origin of the brand's "finest otto rose oil", while persuading a woman to sample the company's beverage.
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The advert will be broadcast on ITVX and Channel 4 streaming platforms, as well as on social media. The primary advertising campaign is being bolstered with social activity by fellow Newcastle enterprise O Agency, and the Fentiman character was animated by Cod Steaks via The Gate Films.
Jayne Andrews, marketing director at Fentimans, commented: "In a world full of run-of-the-mill soft drinks, it's the complex depth of flavours that makes Fentimans unique. Many wait for a special occasion to enjoy drinks like ours, but we're encouraging people to swap mediocrity for curiosity and make every day exquisite. We could think of no better way to do this than introducing Fentiman, who embodies our brand and introduces consumers to why our Botanically Brewed beverages are a cut above. It's been great to work with Drummond Central to bring this idea, and Fentiman, to life."
Dan Appleby, managing director of Drummond Central, said: "Fentiman is a discerning little chap who appears when someone is about to make a fizzy faux pas, politely guiding them towards a better tasting beverage. He doesn't hold back when pointing out the flaws of less-sophisticated drinks and won't hesitate to give people a polite wake-up call if he feels they need it. We can't wait for people to meet him."