There's no business like dough business: Greggs, a British bakery chain similar to America's Panera or Au Bon Pain, is rebounding after years of losses, according to the Marketing Week video above.
Until this week, perhaps when the chain unveiled its 2017 Advent season calendar illustrated with Christmas-related scenes and die-cut "windows" where special offers and coupons appear. One of the windows offers gift cards ranging in value from £5 to £25, the latter more than covering the £24 cost of the calendar.
So what's the news here?
What caused things to bubble over was the depiction of three Magi kneeling around a manger. But instead of the infant Jesus, veneration was being given to a Greggs sausage roll, of which an estimated two million are sold in Britain each week. And not just any sausage roll, but one with a bite taken out of it.
So what did The Guardian, that left-leaning 197-year-old British daily lead off with?
Politics, of course: "Rightwing group calls for Greggs boycott over sausage roll nativity," is the headline. Here's a taste of the story:
The bakery chain Greggs has apologised for offending Christians with a nativity scene advert that replaces Jesus with a sausage roll.
The chief executive of the Freedom Association, a rightwing pressure group, claimed the advert was “sick” and that the retailer would “never dare” insult other religions.
The UK Evangelical Alliance strongly criticised the baker, saying it was a gimmick that seemed to be about “manufacturing a scandal to sell baked goods”.