Any product launch that riles Piers Morgan is off to a good start, and that's precisely the reaction that has greeted Greggs and their new vegan sausage roll.
The high street outlet recently introduced the meat-free pastry after a petition from animal welfare charity PETA reached over twenty-thousand signatures in 2018, with demand already outstripping supply.
For those keen to see what the fuss is about, agencies Havas, Splendid Communications, and production house Food Hall have released this online ad that skilfully borrows from the Steve Jobs Guide to Product Launches.
Such tongue-in-cheek reverence - ably realised by Food Hall director Piotr Gregorczyk and crew - underlines the brand's willingness to adapt and poke fun at itself, as well as ensuring a valuable level of online traction.
The high street bakery chain has even had to contend with Piers Morgan's wrath, with the Good Morning Britain host earlier tweeting his culinary displeasure. Given the vegan product's initial success, however, Morgan's words are predictably hard to swallow.