Greggs unveils its 2024 Christmas advert featuring British star

She is famous for her flirtatious performances when presenting her own indulgent recipes on TV cookery shows.

But it would appear Nigella Lawson's passionate attitude to food extends beyond her own cooking to more down-to-earth culinary pleasures.

She will now be seen this Christmas suggestively biting into a Gregg's 'festive bake' in the bakery's first ever festive advert.

Nigella, famously branded the 'Domestic Goddess' after releasing a hit cookbook about baking in the early 2000s, is the unlikely star of the bakery chain's 'playful' festive offering.

The 64-year-old, who has released numerous bestselling cookery books, is shown returning home to a house full of fairy lights and a Christmas tree decked out with Gregg's baubles.

She then goes on to enthuse about the 'rapturous riot of flavour' in the chain's 'festive bakes'.

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In the advert she says: 'Succulent filling, creamy sauce, all wrapped up in the flakiest of flaky pastries, in one or both hands, say hello to the Greggs festive bakes.'She is then seen enjoying an apparent moment of bliss as she tucks into one of them.

The advert ends with a shot of a kitchen table full of items from the Greggs Christmas menu, which goes on sale this Thursday.

In recent days there have been reports that despite signing up to take part in the advert, that she did not want to endorse the chain's well-known sausage rolls.

But Greggs has insisted the claims were 'inaccurate', saying the new ad campaign with Lawson was to promote the Christmas menu.

The company added that she had never been asked to endorse its sausage rolls.

In the past she has been credited with having huge influence over shoppers with her recommendations.

Sales of goose fat doubled at Waitrose and Tesco in 2006 after she had recommended using it for roast potatoes.

When she used prunes in one of her recipes for Nigela's Christmas Kitchen, Waitrose reported sales of dried fruit had rocketed by 30 per cent.

Lawson said of the new advert: 'As a longtime fan of Greggs, and especially their sausage rolls, I'm thrilled to be collaborating with them to celebrate the return of the iconic Christmas menu.

'Greggs brings joy wherever and whenever you choose to enjoy it, and I'm delighted to be sharing this with the nation this Christmas.'Lawson released her first cookbook How To Eat in 1998.

Last month Greggs launched its first champagne bar in which customers can pair the finest bottles with a menu of bakes and rolls. The bar at Fenwick's in Newcastle is open until the end of December.

It follows the first Greggs 'fine dining' bistro last year, at the same location.