Sainsbury’s has launched its much-anticipated 2024 Christmas advertisement, spotlighting Roald Dahl’s iconic character, the Big Friendly Giant (BFG), as part of a festive narrative aimed at engaging viewers nationwide. Released on both social media platforms and major TV channels, this advert presents a unique blend of nostalgia and holiday spirit.
In the opening scene, the BFG is seen in the midst of preparing a notorious ‘snozzcumber,’ questioning how to elevate the festive experience this Christmas. Here, the BFG seeks assistance from Sainsbury’s, bridging the whimsical world of Roald Dahl with the practical essence of holiday preparations.
The storyline progresses as the BFG is joined by ‘Sophie,’ a real Sainsbury’s employee depicted in the advert, embarking on a journey to find exquisite and high-quality food offerings. Their quest leads them to source premium products from the supermarket’s trusted suppliers, including fresh salmon, Brussels sprouts, and Stilton cheese.
The camera later transitions to a table adorned with a variety of dishes from Sainsbury’s well-regarded ‘Taste the Difference’ range. Notable culinary highlights include a roasted Carrot Galette, Smoked Salmon and Maple Terrine, and a delectable Golden Forest dessert, each prepared to appeal to the festive spirit of the season.
As the advertisement concludes, the festive atmosphere is underscored by both the BFG and Sophie exchanging warm Christmas wishes. Narrated by Stephen Fry, the voiceover invites viewers to engage with the retailer’s expertise, asking, “Want to go big this Christmas? Ask Sainsbury’s. Good Food for all of us.”
Emma Bisley, Sainsbury’s head of campaigns, reflected on the advert’s creation, emphasising the brand’s commitment to enriching the festive season with memorable culinary experiences. She highlighted the strategic partnership with the Roald Dahl Story Company, aiming to captivate audiences with a sense of nostalgia and joyful celebration.
Sainsbury’s strategic use of the BFG character integrates childhood nostalgia with the brand’s promise of quality and variety in its holiday offerings. By tapping into the beloved legacy of Roald Dahl, the advertisement sets the tone for a memorable festive season, encouraging customers to explore the diverse range available for every taste and budget.
