The advertisement will feature star comedian, Paddy McGuinness, alongside a small terrier called, Scamp. Accompanying the advert is the Terry Bush hit, Maybe Tomorrow (Littlest Hobo).

The advertisement will focus on Greggs new products, including Belgian Triple Chocolate Muffins, Sicilian Lemon and sandwiches made with better quality bread and high-standard pasties.

The advertisement was created by Propaganda and will be supported by outdoor press and radio. Media buying was handled by Media Vest Manchester.

The campaign is due to break on Easter Monday, during a 60-second spot during Hell’s Kitchen on ITV. Further to this, Greggs will run specific product 10-second spots.

McGuinness has been the face of Greggs £3 million advertising campaign for over a year, focusing on a variety of Greggs freshly baked products.

Scott Jefferson, marketing director at Greggs, said: “In addition to upgrading our shops we wanted to develop an integrated campaign to highlight not only the variety of products on offer but also the high quality of the ingredients used throughout the range.

“Greggs has for many years been a leading name on the high street, bringing freshly baked products to a cross-section of the public, so we wanted our campaign to appeal to everyone. Paddy McGuinness is very personable and is known to consumers across various age ranges. We felt he was perfect for injecting humour, while getting our key messages across.” 

The campaign follows a promising growth from the high street bakery chain, which saw a 1 per cent rise in like-for-like sales for the ten weeks to the 7th March. The total sales from last year were up by 7.1 per cent.

However, annual profits were down 3.3 per cent year-on-year, due to the rising costs of energy and ingredients. Greggs pre-tax profits were just under £50 million.

In February, Greggs launched a scheme to trial an upmarket store format to explore ways of driving customer spend. The trial store is due to launch in London this month, will have a larger customer area and more modern ambiance than current Greggs outlets.

Ofcom issued the fine for the “extraordinary nature and seriousness” of its failings in broadcasting the BBC 2 radio show which “seriously infringed” the privacy of the actor and his family. 

The ruling today (April 3) stated that the radio show, featuring Russell Brand and celebrity guest, Jonathan Ross, aired on BBC Radio 2 on the 18th October 2008, and further repeated on the 25th October, had broadcast “explicit, intimate and confidential” information about Sachs and Baille without their consent. 

Ofcom, the broadcast regulator concluded, “This is not only unwarrantably and seriously infringed their privacy but was also gratuitously offensive, humiliating and demeaning. 

Ofcom are aware that broadcasters require “creative freedom” to delve into certain issues, which is part of the creative risk which is acclaimed to the BBC’s public service role. However, they stressed the management of this creativity and risk-taking is highly important, and the BCC failed to comply with this. 

Ofcom’s investigation found that despite the Russell Brand show being considered by the BBC as being “high risk” prior to these episodes, the broadcaster had failed in their responsibility in managing some of that risk to those working for the presenter, Brand.

Six underlying flaws in the BBC’s compliance systems were identified, mainly focusing on the lack of clarity about the role of a senior figure (executive producer) at the agency representing Russell Brand; their training, and insufficient monitoring by BBC Audio and Music. 

The BBC were also criticised for failure to have no senior manager at the Radio 2 station listening to the pre-recorded programme on 18th October 2008 in its entirety before being broadcast to the nation.