In a season marked by economic challenges, Sainsbury’s is aiming to uplift spirits with its latest Christmas campaign, featuring Roald Dahl’s cherished character, the BFG. The innovative advertisement showcases the beloved giant alongside a Sainsbury’s employee, “Sophie”, embarking on a journey across the UK to bring quality food to festive tables.
This year, Sainsbury’s has launched its Christmas campaign with an emphasis on quality and connection, despite ongoing economic pressures. The advert features the BFG, alongside a real Sainsbury’s employee, Sophie, as they venture through the country sourcing fresh produce such as salmon and Brussels sprouts. The journey culminates in a festive meal abundant with Sainsbury’s products, inviting viewers to “go big this Christmas” with the supermarket’s expertise.
Emma Bisley, head of campaigns, explains that this year’s theme reflects a desire to offer familiarity and warmth amidst financial uncertainty. “People want to feel familiar, warm, cozy, and connected with their family and friends,” she notes, emphasising the importance of relatable characters and high-quality food in the advert. Bisley highlights, “It felt like the perfect time to help people understand how they can cover a really big Christmas with Sainsbury’s.”
The inclusion of a real employee, according to Bisley, serves to underscore the authenticity and dedication of Sainsbury’s workforce, which she describes as the “absolute fabric” of the brand. The campaign also features scenes of food being secretly delivered to a family, which she believes “really makes Christmas” by fostering community and togetherness.
Sainsbury’s social media strategy aligns with the ad’s message, aiming to spread joy and showcase the effort and passion behind its food offerings. This approach will see the campaign extend beyond traditional TV adverts, leveraging digital platforms to engage a wider audience. Bisley elaborates, “Now more than ever, it’s not just about TV,” recognising the shift towards online engagement for reaching consumers.
The BFG character is set to appear in various venues throughout the holiday period, including radio, where his presence aims to bring humour and joy. This light-hearted element is integral to the campaign, as it seeks to evoke warmth and nostalgia, rather than sentimentality. A clip showcasing a giant footprint in the sand was released as a teaser, capturing public interest ahead of the full advert’s release.
Through a blend of beloved fictional characters and authentic representation, Sainsbury’s latest Christmas campaign seeks to resonate with customers during challenging times. By focusing on quality, connection, and humour, the supermarket is not only promoting its food offering but also fostering a sense of community and joy this festive season.
