By james art 
Lawson, known for her indulgent recipes and eloquent cooking shows, is pictured returning to her home decked out in fairy lights and a Christmas tree festooned with Greggs baubles, before describing the “ecstatic riot of taste” of the chain’s festive baking cakes “.
She says: “Succulent filling, creamy sauce, all encased in the flakiest flaky pastry, in one or both hands, say hello to Greggs holiday pastries,” before taking a bite of one.
In the final scene, the camera pans across a kitchen table laden with items from the Greggs Christmas menu, before landing on a tray of vegan holiday pastries.
Reports in recent days suggest that despite his involvement in the ad, Lawson has refused to endorse the chain’s well-known sausages.
However, Greggs said the reports were “inaccurate”, adding that the campaign with Lawson was to promote the Christmas menu and she was never asked to endorse the sausage rolls.
Lawson said: “As a long-time fan of Greggs and particularly their sausage rolls, I’m thrilled to be collaborating with them to celebrate the return of the iconic Christmas menu.
“Gregs brings joy wherever and whenever you choose to enjoy it, and I’m delighted to share that with the nation this Christmas.”
Lawson has gained legions of followers from her first cookbook, How To Eat, in 1998 to 2020’s Cook, Eat, Repeat and accompanying TV shows.
Greggs has revealed that its sales have jumped by more than a tenth in recent weeks as the chain continues its UK expansion.
It opened more than 150 stores this year and had nearly 2,560 stores offering baked goods nationwide as of the end of September.
Last month, it launched its first champagne bar, where customers can pair top bottles with a menu of pastries and rolls.
The bar opened at Fenwick’s Newcastle store on October 24 and will remain open until the end of December, offering bottles ranging from a £10 glass of Ca’ di Alte Prosecco to a £75 glass of Louis Roederer Cristal – also available by the bottle for £425.
It follows Greggs’ first ‘fine dining’ bistro at the same site last year, which served its popular festive roast alongside roasted duck fat, smoked pancetta, chestnuts and sprouts to more than 8,000 customers in one month.
This year’s festive menu will be in Greggs stores nationwide from Thursday.