Sainsbury’s bags Roald Dahl’s BFG for Christmas advert 2024

Sainsbury’s has become the first of the major retailers to unveil this year’s Christmas ad, which is narrated by Stephen Fry and stars Roald Dahl’s BFG.

The campaign brings the family favourite giant character to screens alongside Sainsbury’s colleague ‘Sophie’, played by a real store employee, in the retailer’s bid to stand out in shoppers’ minds this festive season.

The ad sees the preparation of a ‘snozzcumber’, before the Big Friendly Giant appears wondering how to make this Christmas a bit merrier.

Cheerful store assistant Sophie steps in to guide him on a journey through a spread of Taste the Difference dishes. Together they source fresh salmon, stilton and a Golden Forest dessert, building a Christmas feast “worthy of any giant-sized appetite”.

“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,” said Emma Bisley, Sainsbury’s head of campaigns.

“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.”

The supermarket also boasted of the advert’s soundtrack, which it said was recorded at Abbey Road with a 54-piece orchestra.

Read more: Prawns in duvets and roast carrot galettes: Sainsbury’s Taste the Difference Christmas 2024

“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,” said Natalie Hopkins, director of global product and partnerships at the Roald Dahl Story Company.

”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.”

The 60-second ad is set to debut on TV at 8.15pm on 1 November, during Coronation Street. The campaign will run across TV, video on demand, cinema and social media.