Sainsbury’s has launched its Christmas advertisement for 2024, featuring the beloved BFG character.
- The advert centres around the BFG and a Sainsbury’s employee named Sophie as they travel the UK sourcing food.
- Emphasising Sainsbury’s ‘Taste the Difference’ range, the ad showcases quality and care in food preparation.
- Incorporating humour and nostalgia, the campaign aims to connect with consumers during challenging times.
- Stephen Fry provides the voiceover, inviting viewers to experience quality and expertise from Sainsbury’s.
Sainsbury’s has become the first UK supermarket to release its Christmas advertisement for 2024, featuring a nostalgic narrative centred on Roald Dahl’s iconic character, the BFG. This campaign marks a strategic focus shift towards food, with Sainsbury’s intent on positioning itself as the primary choice for quality groceries. The advertisement presents a journey across the country, with the BFG and Sophie—a real employee—meeting suppliers and selecting fresh produce such as salmon, Brussels sprouts, and Stilton cheese.
The climax of the advertisement features an impressive dining spread of ‘Taste the Difference’ and Sainsbury’s own offerings, underscoring the quality and range available. Stephen Fry’s voiceover strengthens the message by suggesting that those who wish to ‘go big’ this festive season should consider Sainsbury’s for their culinary needs.
Emma Bisley, Sainsbury’s head of campaigns, has highlighted the importance of placing food at the heart of this year’s Christmas narrative, reflecting the company’s strategy to enhance its grocery offerings across more stores while reducing focus on general merchandise. By broadening the availability of their complete food range, Sainsbury’s is responding to customers’ evolving needs and preferences, particularly during the festive period when quality and variety are paramount.
The advertisement also cleverly plays on themes of nostalgia and family togetherness, which are particularly poignant during the festive period. By choosing a character like the BFG, Sainsbury’s taps into a collective fondness, aiming to evoke warmth and familiarity. The inclusion of humour, such as a scene where a metal detector hobbyist stumbles upon the BFG’s large footprint, adds to the charm and approachability of the campaign.
This Christmas advertisement was launched across television and social media platforms, aiming to create a comprehensive reach and engagement. Bisley notes that while the current economic climate remains challenging, consumers still wish to treat themselves over the holidays. Through this ad, Sainsbury’s hopes to resonate with shoppers, reminding them of the joy and comfort good food can bring.
Sainsbury’s new advert beautifully merges nostalgia with culinary excellence, aiming to enrich the festive season for UK households.
