Now that we’ve reached the back half of November, advent calendar season is really ramping up. And while the UK’s biggest bakery chain isn’t turning heads with a cereal advent calendar, they’ve drawn some heat for how they’ve chosen to promote their holiday offerings. 

This week, Greggs announced they’re launching a “Merry Greggsmas” advent calendar, with each day revealing a new voucher that can be redeemed for an item at any one of the chain’s 1,700 UK locations. To drum up publicity, they released a nativity-themed advert with the three wise men offering up their gold, frankincense and myrrh to… a partially-eaten sausage roll. 

Unsurprisingly, the blasphemous bit of marketing has drawn the ire of British conservative christians, some of whom took a break from gloating about Brexit to call for a boycott of the “cowards” who promoted our savory savior. A major evangelical group even went so far as to call the ad a naked effort to “manufactur[e] a scandal to sell baked goods.” 

Not wanting to lose the war on Greggsmas before it even begins, the baking heathens issued an apology: “We’re really sorry to have caused any offense, this was never our intention,” the company said in a statement. We’re assuming this also covers one of their other ads, which reportedly features a woman kissing one of Greggs’ chicken and onion-filled Festive Bakes under a mistletoe, which seems potentially scarring for other reasons. 

The sausage Jesus stunt wasn’t all bad news, though: some British tweeters have been taking the piss out of the ad for a few laughs at the expense of the sausage-flavored son of God. 

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Either way, Greggs’ advent calendars will be on sale for a limited time, with a reported retail price of £24. Some lucky calendars contain a voucher for £25 behind the December 24th door, meaning you can buy baby Jesus sausage rolls well into the new year. Merry Greggsmas to all and to all a good bite.