The supermarket features the BFG alongside Sainsbury’s staff in a bid to make Christmas special with quick deliveries and a range of the supermarket’s festive food.
The giant helps a colleague named Sophie, named after the character in the Roald Dahl book, as they travel the country in search of food from Sainsbury’s suppliers featuring cheese, salmon and Brussels sprouts.
After helping Sophie and making Christmas special for many families across the country, Sophie invites the BFG round for Christmas lunch.
This year’s campaign again features real Sainsbury’s store colleagues and aired for the first time on Saturday.
Sainsbury’s head of campaigns Emma Bisley 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.”
Roald Dahl Story Company director of global product and partnerships Natalie Hopkins added: “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.”
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