Greggs has faced criticism this week over a series of Christmas window displays that some Brits have called 'weird and disturbing'. The adverts, which promote the return of the Festive Bake, show cartoon turkeys begging to be let inside, alongside the caption 'All taste, no turkey.' Some posters depict the birds holding signs that read 'we'll work weekends' and 'let us in!', while others say 'turkey dodgers welcome' and 'chicken all the way'.
The campaign appears to be a humorous take on the fact that, despite being inspired by the classic Christmas dinner, Greggs' Festive Bake contains chicken instead of turkey. However, some customers argued the ads suggest a meat-free option is on the menu.
Customer and Vegan Society Reactions
'I genuinely thought the festive bake was vegetarian/vegan from the adverts, pretty misleading in my opinion,' wrote one person on Instagram. Another added: 'Ew that's so dystopian, I hate it.' A third commented: 'This bake isn't even vegan.' Some customers complained that Greggs is not offering its vegan bake this year, with one noting, 'The use of "no turkey" to refer to it being chicken is a joke.'
Greggs first introduced a Vegan Festive Bake in November 2021, featuring puff pastry filled with savoury Quorn pieces, sage and onion stuffing balls, and vegan bacon crumb. It has not made it onto the bakery's 2026 Christmas menu. Instead, this year's only Festive Bake is the meat option, containing cooked chicken, smoked ham hock, and bacon with soft cheese, wrapped in puff pastry, along with pork, sage and onion stuffing, and a creamy sage and cranberry sauce.
Many customers expressed disappointment over the lack of vegan options, claiming their 'Christmas is ruined' and calling it a 'massive mistake'. Others found the concept of birds begging to be eaten 'disturbing', with one writing: 'As if animals are willing.' Another commented: 'Turkeys and chickens suffer a horrible fate, and cartoons making light of it is grotesque.' Some called the campaign 'messed up,' while one person announced: 'Greggs is officially dead to me.'
ASA Complaints and Context
In 2022 alone, around 10,000,000 turkeys were slaughtered in the UK, many for Christmas, according to the RSPCA. When it comes to chicken, nearly a billion are eaten each year.
Commenting on the controversy, Vegan Society spokesperson Damian Watson told Metro: 'It's usually vegans who are accused of being humourless but Greggs aren't going to win any comedy awards with this marketing campaign.' He added: 'Killing animals is no laughing matter, whatever the contents of their bakes, and plastering cartoon turkeys on windows saying "Let Us In" is pretty tone deaf, when two million people in Great Britain are vegan or plant-based.' Watson also noted that Greggs' 'No Turkey' bakes contain chicken and pig meat, and that the advertising 'may well mislead customers who don't want to eat meat at all'.
The Advertising Standards Agency (ASA) confirmed it had received a 'number of complaints' about the Greggs campaign on the grounds that it gives the 'misleading impression that the product doesn't contain meat'. However, there is currently no formal investigation into the matter. Greggs has been contacted for comment.
