Nigella comes to Greggs

Client: Greggs

Greggs is known for its playful tone of voice and position within British culture.

Its biggest challenge at Christmas is to launch its festive menu in a disruptive way (when media is saturated with high-budget launches).

Step forward culinary queen Nigella.

The resulting campaign generated over 1,520 pieces of coverage from start-to-finish. The “ad” was hailed a triumph and Greggs reported that Q4 like-for-like sales rose 2.5%.