The festive season is here as Sainsbury’s are the first UK supermarket to release their Christmas advert. Inspired by Roald Dahl’s timeless and cherished story, the holiday advert features the beloved Big Friendly Giant (BFG) alongside Sainsbury’s colleagues as they take viewers on a whimsical culinary adventure.
The magical advert begins with a mesmerising shot of a snozzcumber, which is set to bring back memories of the beloved BFG story. Suddenly, a loud thud interrupts as a sword knife slices through it, while off-camera, a familiar voice imagines far more appealing alternatives: “Prawn Coat-tails, Beef Welly-boot, Wigs in Blankets.”
The camera then turns to a 24-foot-tall character with giant ears, who is recognised as the BFG. He is sitting in his enchanting cave surrounded by dream jars. After a moment of reflection, the BFG turns to the camera and asks, “Hey Sainsbury’s, how can we make this Christmas a bit more… phizz-whizzing?”
The next scene shows a Sainsbury’s name badge with “Sophie.” written on it. Sophie is an employee and was putting trolleys away in the car park when an enormous sneeze blasts snowflakes and car alarms begin to go off. It was the BFG, asking Sophie for help this Christmas.
The scene takes us on a magical journey as Sophie and the BFG are on a quest to find the season’s finest foods, gathering fresh ingredients such as salmon, fresh sprouts, and crumbly Stilton cheese. Both Sophie and the BFG are back in his cozy dream cave, preparing a Christmas feast with Sainsbury’s Taste the Difference dishes, including a roasted Carrot Galette, a Smoked Salmon and Maple Terrine, and a show-stopping Golden Forest dessert.
The BFG and Sophie then deliver the Christmas feast to a family home before the ad wraps up with both of them exchanging holiday wishes.
The ad concludes when Stephen Fry’s voice invites viewers to turn to Sainsbury’s for festive expertise, asking, “Want to go big this Christmas? Ask Sainsbury’s. Good Food for all of us.”
Emma Bisley, Head of Campaigns, at Sainsbury’s, said: “The festive season is about making wonderful memories, and we’re here to help our customers create a truly unforgettable Christmas with family and friends, especially when it comes to food.
“At Sainsbury’s, providing good food for all of us is at the heart of everything we do. We want to offer a diverse range of high-quality food products suitable for any occasion, whether customers are looking for new holiday delights or classic festive favourites, Sainsbury’s has something to satisfy every taste and budget through this
year’s Christmas range.
“Collaborating with the Roald Dahl Story Company this year was a remarkable opportunity to tap into the nostalgia and heartwarming spirit that the BFG embodies and we hope that this advert captures the nation’s hearts and fills them with joy.”
The BFG is one of Roald Dahl’s most beloved and enduring stories, regularly featuring in the top 10 most popular children’s stories in the UK. With over 21 million copies sold worldwide and translated into 49 languages, it continues to capture the imaginations of generations globally.
Natalie Hopkins, Director of Global Product and Partnerships at the Roald Dahl Story Company, said: “By collaborating with Sainsbury’s to bring Roald Dahl’s beloved BFG to life in a new story, we hope the nation is as captivated as we are to see two old friends back together this Christmas.”
The BFG is perfect for Sainsbury’s mission to create a Big Christmas for all. Having only snozzcumbers to devour in Giant Country, his curiosity for good food leads to an adventure of discovery and wonderment with Sainsbury’s Sophie in order to bring the magic of Christmas to everyone.”
This year’s advert was created by Sainsbury’s advertising agency New Commercial Arts and launches for the first time on Friday 1st November. The 104” advert will be supported by a series of 60”, 30” and 20” films, each leading with the line, ‘Hey Sainsbury’s’, and will see colleagues reassure customers that Sainsbury’s has something for everyone this Christmas.
To ensure a magical Christmas is had by all, Sainsbury’s is working with its longtime charity partner, Comic Relief, to distribute over five million meals to families experiencing food poverty this Christmas. This forms part of Sainsbury’s and Comic Relief’s ongoing Nourish the Nation programme, and there will be a special version of this year’s advert highlighting this all-important work.
The partnership will be live across TV, print, outdoor, social media, direct mail, and PR.
