Greggs kicked off the year with a new £4m marketing campaign. The TV advert features Greggs’ employees and a new strapline ’The Home of Fresh Baking’.

Starting on Monday 22 February, the campaign also includes the launch of a new consumer and corporate Greggs website, national print and radio advertising, in-store POS and new staff uniforms. Greggs customer and marketing director Scott Jefferson said it would be the first time TV viewers would be able to see behind the scenes at Greggs.

Thirty employees from its shops and regional bakeries were selected through an audition process to star across three advertisements.