Greggs has launched a new social media campaign, tying its pasty packaging to the internet with its #PastySanta selfies.

The high-street bakery giant has relaunched its popular festive bake pasty, along with a new red #PastySanta bag, featuring a drawing of Father Christmas’s beard.

Pasty lovers are encouraged to use the phone app Blippar to take a photo of themselves in the Santa beard and share it online.

A spokesperson from Greggs said: “The minute Festive Bakes hit Greggs’ shops our customers feel that Christmas is officially here. Last year’s #PastySanta bags were very successful, so this year we’re taking it to a whole new level.

“The new red bags feature a cartoon-style Santa beard on one side so customers can play at Father Christmas while enjoying their Festive Bakes. In addition, this year you can also use the Blippar app to bring the #PastySanta bag to life on your smartphone.”

The bakery has also predicted that it could be the best year yet for the chicken, stuffing and sage festive bake pasty.

Customers who share their pictures using the hashtag #PastySanta and to the #PastySanta hub can be in with the chance to win a daily competition for Greggs prizes.