He's more used to producing bloomers and teacakes.
But now baker Richard Conway is having to get used to being in the TV spotlight.
He is one of the stars of this year’s Morrisons Christmas TV advert.
Richard, who works in the retailer’s Elland store, joins other colleagues from across the country in the short film.
The big retailers’ Christmas adverts are much anticipated and dominate the TV channels from the start of November.
Morrisons launched its new Christmas marketing campaign on its social channels followed by a prime-time TV airing in the middle of ITV’s Emmerdale.
The film brings together butchers, bakers, greengrocers and fishmongers who are all helping to deliver a magical Christmas at Morrisons.
Richard plays a starring role in one of the three Christmas adverts, working behind the bakery counter.
The advert showcases the Christmas treats that are hand-made by Morrisons colleagues each day. It features stollen being freshly baked in store and then dusted with icing, the meat and poultry joints that are hand-boned and rolled as well as the salmon that is smoked in the firm’s own smokery in Grimsby.
Richard, 42, said: “It was great to be a part of the Christmas advert – we all pulled together as one team. Similar to what we do in store during the Christmas period to make sure Christmas for our customers is as magical as it can be.
“It’s brilliant in store around Christmas - the products we offer, the music and decorations all give the staff and the customers that magical, feel-good feeling.”
The company’s Christmas campaign includes in-store activity, outdoor, radio, direct marketing, digital and press advertising as well as a series of three adverts. All activity will feature the hashtag #makeitmagical.
Andy Atkinson, Morrisons marketing director, said: “The stars of our advert are our staff, they are the ones who deliver a magical Christmas through their passion for fresh food. This campaign also shows how we carefully source fresh produce, our friendly customer service and our great value for money.”