Sainsbury's Christmas advert has now landed and Roald Dahl's loveable character - the BFG - takes a lead role as he heads to the supermarket to do his shopping

With a voiceover from Stephen Fry, the ad tells the story of a giant and a Sainsbury's employee who go on an adventure to locate festive food offerings on sale at the UK supermarket.

Sainsbury's has launched its 2024 Christmas advert and it features a beloved Roald Dahl character who will be seen alongside a real-life supermarket colleague