Sainsbury’s is bringing back Roald Dahl’s BFG for its 2025 festive advert launching today (2 November).
Following on from the partnership last year, the latest instalment sees the BFG character team up with new Sainsbury’s colleagues.
The advert depicts the BFG and a new side kick, Annie – a real Sainsbury’s colleague – delivering a family’s Christmas food shop. However, a 48 ft Greedy Giant devours the food, describing it as “tastier than human beans”.
The ad then sees the BFG and Annie on a mission to deliver a replacement, followed by Annie inviting the BFG to Christmas lunch.
“We were delighted to revisit our collaboration with the Roald Dahl Story Company this year,” said Sainsbury’s marketing director Radha Davies. “The BFG, who is loved by all, was the perfect partner to help our brilliant colleague Annie save the day for our customers.
“We wanted to capture a spirit of heartwarming nostalgia, with the energy of a great Christmas tale. We’ve translated that joyful energy into our new food range, which is designed to help families and friends create wonderful memories, with delicious, quality options for every taste and budget.”
The 60-second ad will premiere on TV for the first time tonight at 8.10pm. A 90-second advert will be shown across Sainsbury’s social channels and website, as well as during cinema screenings of Wicked: For Good from 21 November to 24 December.
To celebrate the advert, the supermarket giant has launched a range of BFG-inspired food, home, clothing and gifting items available in select stores and online now.
The range, which features illustrations from Quentin Blake, includes a Mini Chocolate Chip Cookies BFG Book Tin and Snozzcumber Sweets (fizzle apple and lime flavoured pencil bites). Home items include Phizz-Whizzing Bath Bombs, BFG-inspired bed sets and pyjamas, as well as treats for pets.
Sainsbury’s has also teamed up with its long-time charity partner Comic Relief to distribute over five million meals to families experiencing food poverty this Christmas as part of its ongoing food poverty programme. There will be a special version of this year’s advert highlighting this work.
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