Two 30-second ads feature humorous sketches of Greggs staff refusing to sell products such as sausage rolls and sandwiches because they have become too attached to them.
The ads aim to remind customers that the products bought in Greggs' stores have been made fresh in one of its bakeries or in the shops themselves.
The spots end with the strapline: "It's the way we bake it that makes it."
The campaign breaks on 19 April and will run across ITV networks throughout April, May and June. Media was bought and planned by Austin West Media.
The ads will be supported by radio executions, also created by RPM3, and new packaging and point of sale.
Mark Taylor, the RPM3 strategy and planning director, said: "This campaign works to a simple idea and is an entertaining way of engaging people in a distinctive food-preparation story."
The ads were written by Rohan Candappa and Jonathan Drapes and art directed by Russell Wailes. They were directed by Mark Mylod through Tomboy Films.