Sainsbury’s is making waves this festive season, launching its 2024 Christmas advert featuring the cherished character, the BFG, as the first UK supermarket to unveil their holiday campaign.
The advert, set to air tonight, follows the journey of the BFG and ‘Sophie’, a real Sainsbury’s employee, as they traverse the country in pursuit of fresh, quality food. Their quest takes them to various suppliers, culminating in a display of delicious offerings such as salmon, Brussels sprouts, and Stilton cheese on a dining table filled with Sainsbury’s signature dishes. As the advert closes, Stephen Fry extends an invitation to customers, suggesting they ‘go big this Christmas’ with Sainsbury’s, promising ‘Good Food for all of us’.
Emma Bisley, head of campaigns at Sainsbury’s, highlights the company’s understanding of the current economic climate. She notes that despite tough times due to the cost-of-living crisis, customers still desire to celebrate and indulge in festive traditions. The choice of using a beloved character like the BFG alongside a real company employee was deliberate, aiming to create a sense of warmth, authenticity, and a connection to the brand’s high-quality offerings.
One aspect that stands out for Bisley is the inclusion of a real employee in the advert, highlighting the importance of genuine representation. She mentions that workers are integral to the brand’s identity and believes this approach resonates well with customers. The storyline not only focuses on the festive food but also nurtures the connection between the beloved giant and ‘Sophie’, concluding with an unexpected Christmas dinner delivery to a family, aimed at encapsulating the spirit of the season.
Central to the advert is Sainsbury’s Christmas 2024 food selection, including dishes like the roasted Carrot Galette and a decadent Golden Forest dessert. Bisley expresses hope that these elements will resonate with viewers, portraying the care and dedication put into producing top-tier food by Sainsbury’s staff.
Beyond television, the campaign’s strategy extends to social media, tapping into modern consumption habits. Bisley explains the significance of the digital-first approach, with the advert debuting online at 8am. This shift aims to ‘ignite joy and love’, spotlighting food while leveraging the popularity of the BFG across various platforms, including radio and in-store. Social media teasers, such as the BFG’s footprint in the sand, infuse humour into the campaign. Bisley contends that humour is vital in engaging audiences, proposing that Sainsbury’s, known for its warmth, can comfortably adopt a comedic edge.
With a blend of nostalgia and humour, Sainsbury’s is set to capture the holiday spirit, offering both a nod to beloved characters and a celebration of quality food.
