Comedian Paddy McGuinness has resumed his love affair with the products of high street bakery chain Greggs.

Greggs launched a second phase of a multi-million marketing campaign on Monday (3 September).

The £1.5 million ad blitz, to run through the autumn, features 10- to 40-second slots on TV and radio as well as online advertising and advertising at point-of-purchase.

As before, it stars the funny man, best known as doorman Paddy in Phoenix Nights. He is shown unable to resist "roman-cing" the range of savouries from Greggs, including the new Cheese and Onion Pasty, which is free from hydrogenated fats, artificial flavourings and colourings.

Greggs’ marketing director Scott Jefferson said early indications from research conducted at the end of the first phase of the advertising campaign showed a positive impact for the business.

"It has been particularly pleasing to see that not only have we reinforced our appeal with existing Greggs customers, but by highlighting the wide range and quality of the products available, we’ve been able to attract new customers, as well as re-igniting interest among shoppers who may have previously moved away from the brand," he said.

Greggs’ marketing push follows this month’s announcement that the bakery chain has bounced back from the flat sales period of early 2006, with a surge in profits in the first half of this year, res- toring its fortunes to the record levels it enjoyed in 2005, and a 4.1% increase in like-for-like sales during the first five weeks of the second half of 2007.