GREGGS X NIGELLA
Greggs
Drummond Central
Context
For the launch of the iconic Greggs Festive Bake, Greggs wanted to shine during the bustling Christmas season, standing out from competitors while highlighting their delicious Christmas menu and showcasing everything Greggs has to offer.
Solution
We teamed up with the Christmas queen herself, Nigella Lawson. As someone who doesn’t take herself too seriously and can deliver thumb-stopping content, she was key to out-sparkling competitors with a fun, newsworthy and saucy festive brand moment.
Nigella, known for her playful and down-to-earth personality, is the last person you'd expect to front a Greggs campaign—making her the perfect choice. In the hero edit, we show Nigella in her familiar kitchen setting, seemingly preparing a culinary masterpiece. But instead, she's passionately describing the "rapturous riot of flavour" found in the Greggs Christmas menu. The ad is loaded with playful innuendos and classic Greggs humour, making Nigella's irresistible allure even more tempting.
This magical depiction was directed by duo Si&Ad, with production from Academy Films, and VFX by Selected Works. I worked closely with my creative partner Jess West (Copywriter), as well as the rest of the amazing team at Drummond Central.
