Greggs, the bakery chain, is launching a new national TV campaign created by Propaganda.

Comedian Paddy McGuinness returns for another Greggs campaign but this time he's joined by a new companion - Scamp, the terrier dog.

The ads focus on a quality and value for money proposition and hone in on new products including Sicilian lemon and Belgian chocolate muffins and improved sandwiches and pasties.

Posters, press and radio will support the TV campaign - all created by Leeds-based Propaganda - while media buying has been handled by Manchester's MediaVest.

The campaign will break with a 60-second spot during Hell's Kitchen on Easter Monday while a 30-second ad and three 10-second seconds ads that are more product-specific will also run.

Mike Phillipson, a director at Propaganda, said: "Consumer research has helped drive us towards a new campaign that seeks to engage with potential customers and lapsed customers who want food that offers affordable quality, rather than pay for over-priced food that underwhelms their taste buds.”