by Graham Pierrepoint
There’s many differences between the British and the Americans – for one, let’s face it, our cuisine. British tastes home in on dishes as diverse as black pudding, fish and chips and sausage rolls – whereas US tastes are a little different to say the very least. The sausage roll, of course, is a British delicacy – maybe not a delicacy, more a common treat – and it’s enjoyed up and down the country as a quick snack that can be enjoyed hot or cold. Traditionally sausage meat filled into a flaky puff pastry, the snack has become the staple menu offering from UK chain Greggs, who offer baked goods and cakes to high street shoppers all over the country.
The food chain, however, has come under fire in recent days thanks to its recent launching of a festive ad campaign, depicting traditional nativity scenes. The nativity, of course, is the centrepiece of Christmas full stop – we all know the story and it is thanks to the tale of Jesus’ birth that the holiday exists at all – and Greggs appears to have gotten a few backs up in recent days after choosing to replace the infant Jesus with a sausage roll in a campaign built to promote their unique advent calendar. It’s a move that many have found distasteful – and while spokespeople for the brand have publicly apologized, some are still concerned that the move was made in an effort to create a negative stir, and thus publicity regardless.
The product being advertised is Greggs’ unique advent calendar, which some critics are claiming to be ‘sick’ – as groups such as the UK Evangelical Alliance claim that the move was a gimmick that is effectively ‘manufacturing a scandal’. Despite pressure, while Greggs has apologized for any offence caused, they will continue to sell the associated product – though certain groups such as the pressure group Freedom Association are calling for a protesting boycott against the firm.
The move made by Greggs to advertise its festive product with three wise men surrounding a sausage roll in a manger ▶ has been met with much concern, meaning that it may not have been the best creative advertising move – though it certainly has got people talking. Will enough of the British public forgo their daily sausage roll to launch a boycott against the firm, however? Let’s wait and see – and if such protests will extend into the New Year.
Cover image source: (c) Greggs