Sainsbury’s has unveiled its enchanting Christmas advertisement for 2024, featuring the beloved character from Roald Dahl’s classic, The BFG (Big Friendly Giant). This year’s campaign aims to sprinkle some holiday magic as it showcases Sainsbury’s festive food offerings through a delightful collaboration with New Commercial Arts.
The advertisement begins with a playful nod to the original story, introducing a giant snozzcumber, a quirky vegetable from the book, which is humorously chopped in half. The BFG then appears, towering over the scene, and wonders aloud how Sainsbury’s can make this Christmas even more “phizz-whizzing.”
Sophie, a real Sainsbury’s employee, joins the BFG on a whimsical journey through the store as they search for fresh ingredients for a festive feast. Together, they gather seasonal favorites like salmon, Brussels sprouts, and Stilton cheese, illustrating the variety of quality products Sainsbury’s offers during the holiday season.
The duo transforms these ingredients into a stunning spread back in the BFG’s dream cave, featuring dishes that highlight Sainsbury’s “Taste the Difference” range. As the advertisement concludes, the BFG and Sophie exchange warm Christmas wishes, with a voiceover from Stephen Fry inviting customers to “Ask Sainsbury’s” for their holiday needs.
Emma Bisley, Sainsbury’s Head of Campaigns, emphasized that the festive season is about creating wonderful memories with family and friends. She noted that Sainsbury’s commitment to providing “Good food for all of us” is at the heart of their offerings, catering to every taste and budget.
The BFG is a timeless character, beloved by children and adults alike, and has sold over 21 million copies worldwide. This partnership with the Roald Dahl Story Company aims to tap into the nostalgia and heartwarming spirit that The BFG embodies, making this Christmas a memorable one for families.
In addition to the festive celebration, Sainsbury’s is collaborating with Comic Relief to distribute over five million meals to families facing food poverty this holiday season, showcasing their commitment to community support through their Nourish the Nation program.
This charming advertisement debuted on November 1st, featuring a series of shorter films that highlight the magic of the season and the spirit of giving, ensuring that everyone can enjoy a wonderful Christmas with Sainsbury’s.
Credits
Agency: New Commercial Arts
CCO: Ian Heartfield
Creative Directors: Dan Bailey, Brad Woolf
Director: Sam Brown
Production Company: Rogue Films
Post Production: Electric Theatre Collective
Creative Directors: Michael Chapman, Simon French
VFX Supervisor: Simon French
Editing: Final Cut
