Nigella Lawson may be the new face of Greggs’s festive range – but the brand is facing a ‘sausage roll snub’ as the chef won’t put her face to the flaky pastry.
Greggs’ sausage roll is a British staple, with citizens of the UK united in their love for the humble baked good (or its vegan sister).
However, Nigella, 64, is not keen on the pastry and while she may featured in the new Christmas ad for the brand, you won’t see her promoting their most iconic item!
A source told The Sun: ‘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.’
It’s unclear exactly why Nigella isn’t a fan of the sausage roll, but the source claimed that the bakery is undeterred by her aversion to the savoury snack.
The source added that the Chef will focus on other items: ‘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.’
Nigella is hugely influential and a phenomenon known as the ‘Nigella effect’ has become well-documented over the years because of her impact.
In 2006, the sales of goose fat went through the roof after the TV Chef told Jonathon Ross on his BBC1 show Friday Night With Jonathan Ross, that goose fat was the essential ingredient for a perfect Christmas roast.
The Guardian reported that two weeks after the interview, Waitrose said goose fat sales had more than doubled since Lawson’s television endorsement.
Tesco agreed that their sales doubled adding: ‘Nigella certainly seems to have inspired the nation.’
In 2008 she boosted the sales of semolina after saying they were the perfect ingredient to make roast potatoes,
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