Sainsbury’s has debuted its 2024 Christmas advert, featuring the character from Roald Dahl’s beloved children’s book searching for festive food to help him celebrate the holiday season.
The advert, which launches via the grocer’s social channels and website at 8am and across ITV, Channel4 and Sky at 7pm tonight (November 1), was created by New Commercial Art in collaboration with Ogilvy UK, directed by Sam Brown and featuring voiceover work from actor Stephen Fry.
In the ad, a Sainsbury’s employee called ‘Sophie’ helps the BFG “make this Christmas a bit more… phizz-whizzing?”.
It also features some of Sainsbury’s new Taste the Difference Christmas range, including roasted carrot galette, a smoked salmon and maple terrine and a golden forest dessert.
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 hope that this advert captures the nation’s hearts and fills them with joy.”
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