Sainsbury's Christmas advert 2024 features Roald Dahl's BFG on a magical journey

Sainsbury's has unveiled its heartwarming Christmas TV advert for 2024, featuring a beloved character from children's literature. The festive season is officially underway, marked by the release of Christmas adverts on TV.

Supermarket giant Sainsbury's has just launched its advert, which is sure to tug at viewers' heartstrings. It follows the journey of two friends, showcasing Sainsbury's delicious festive offerings along the way and concludes with a narration by Stephen Fry.

In a unique twist, the advert features a real-life Sainsbury's colleague, Sophie, alongside the iconic Big Friendly Giant, BFG. Inspired by Roald Dahl's classic tale, Sophie and the BFG embark on a magical culinary adventure.

The advert begins with the BFG preparing a meal in his home, cutting into a snozzcumbers before turning to the camera and asking Sainsbury's for help in making this Christmas more "Phizz-whizzing".

Suddenly, the camera zooms in on Sophie's Sainsbury's name badge as a loud thud is heard from behind her. She turns to find the BFG in the car park, his sneeze setting off the car alarms around them.

As Sophie recognizes the BFG's need for assistance, the unlikely duo set off on a journey across the country, with Sophie safely inside the BFG's enormous bag.

They embark on a quest for delectable fare, procuring fresh ingredients from Sainsbury's esteemed suppliers including salmon, Brussels sprouts, and Stilton cheese topping their shopping list.

After their adventure concludes, the duo return to the BFG's dream cave, where he meticulously arranges the bounty they've gathered. With a touch of magic, he transforms the raw ingredients into sumptuous meals before setting out to deliver a festive feast to one lucky family.

The commercial ends with Sophie and the BFG exchanging Merry Christmas wishes, while Stephen Fry's voice-over comments: "Want to go big this Christmas? Ask Sainsbury's. Good Food for all of us".

Viewers of Coronation Street will be treated to the premiere of the 60-second advert during Friday evening's commercial break.

This year's festive campaign marks the continuation of Sainsbury's pledge to offer 'Good food for all of us', ensuring every customer has access to affordable, innovative and delicious food options.

Head of Campaigns at Sainsbury's, Emma Bisley, commented on the festive campaign, saying "The festive season is about making wonderful memories, and we're here to help our customers create a truly unforgettable Christmas with family and friends, especially when it comes to food."

"At Sainsbury's, providing good food for all of us is at the heart of everything we do. We want to offer a diverse range of high-quality food products suitable for any occasion, whether customers are looking for new holiday delights or classic festive favourites, Sainsbury's has something to satisfy every taste and budget through this year's Christmas range.

"Collaborating with the Roald Dahl Story Company this year was a remarkable opportunity to tap into the nostalgia and heartwarming spirit that the BFG embodies and hope that this advert captures the nation's hearts and fills them with joy."

In turn, Natalie Hopkins, Director of Global Product and Partnerships at the Roald Dahl Story Company, added her perspective regarding the advert: "The BFG is perfect for Sainsbury's mission to create a Big Christmas for all.

"Having only snozzcumbers to devour in Giant Country, his curiosity for good food leads to an adventure of discovery and wonderment with Sainsbury's Sophie in order to bring the magic of Christmas to everyone."