Sainsbury’s releases Christmas advert
Sainsbury’s has released its Christmas TV advert which once again features Roald Dahl character, the BFG.
The campaign aims to showcase the retailer’s festive Taste the Difference range.
Building on the success of the 2024 campaign and the partnership with the Roald Dahl Story Company, this year’s advert sees the BFG join forces with Sainsbury’s colleagues to handle the arrival of an unexpected visitor, the Greedy Giant, and to make sure every festive plate stays full.
The advert opens with the BFG and Annie, a real Sainsbury’s colleague, on a festive delivery when the 48-foot, perpetually hungry giant appears and devours the contents of their van. Annie turns to the BFG, who is delivering nearby and exclaims “BFG, we’ve got an unexpected guest”, with the BFG responding “Sainsbury’s, can you help us?”
Subscribe to TRBDeclaring the food “tastier than human beans,” the giant rampages through the town, raiding Christmas tables for canapes, Taste the Difference Dry Cure Gammon, Brussels sprouts, Taste the Difference Pigs in Blankets and a succulent turkey centrepiece. As the chaos unfolds, Annie and the BFG race to replace the missing food.
Following his escapades, Annie and the BFG discover the giant sleeping soundly outside a Sainsbury’s store. “Swipe my swoggles, he’s swolloped the shop,” the BFG exclaims, before the giant is whisked away with the help of Sainsbury’s colleagues.
Closing on a heartwarming note with Annie inviting the BFG to Christmas lunch, the advert concludes with the message, “Want to be ready for anything this Christmas? Ask Sainsbury’s” followed by the brand’s promise, “Sainsbury’s, good food for all of us.”
Radha Davies, Sainsbury’s marketing director, said: “We were delighted to revisit our collaboration with the Roald Dahl Story Company this year.
“The BFG, who is loved by all, was the perfect partner to help our brilliant colleague Annie save the day for our customers. We wanted to capture a spirit of heartwarming nostalgia, with the energy of a great Christmas tale.
“We’ve translated that joyful energy into our new food range, which is designed to help families and friends create wonderful memories, with delicious, quality options for every taste and budget.”
In addition to TV, the advert will run on Sainsbury’s social channels and website. The 90” will also be live across cinema screenings of the Wicked: For Good movie from the 21 November.
