Nigella Lawson revealed as the face of Greggs Christmas ads – but she won’t plug high-street bakery’s most famous item 

TV cook Nigella Lawson has signed up to star in Greggs’ Christmas ad campaign — but would not put her face to their famous sausage rolls.

The celebrity food writer, famed for her cheeky culinary commentary, recently filmed the advent adverts outside a London home, featuring fairy lights and fake snow.

Click News and Media

Steve Bell

Insiders said the 64-year-old star was putting her name to the high-street bakery chain’s festive flatbread and Christmas lunch baguette, but drew the line at its popular pastry porkers.

A source said: “Nigella is a huge name in the culinary world, so Greggs were thrilled when she agreed to front their festive campaign.

“She wasn’t keen on putting her face to their sausage rolls though, and agreed to take part just to push their festive fare.

“As well as their Christmas lunch baguette and their festive flatbread, Nigella is highlighting a special chocolate doughnut.

“Despite the sausage roll snub, Greggs couldn’t be happier to have such a haute cuisine heavyweight on board.”

The Nigella Effect has famously boosted sales of ingredients from goose fat to prunes when the star used them in her telly recipes.

But she is picky with her advertising deals.

In 2022, she teamed up with Ocado and launched a curated aisle of Nigella Loves products, as well as a range of recipes.

This year she launched the search for Britain’s best bee-keepers, with the winner’s honey to be stocked at Waitrose.