Sainsbury’s has debuted its Christmas advert for 2024, starring beloved Roald Dahl character the BFG alongside its real-life supermarket worker, Sophie.
The advert opens with the BFG slicing up an infamous “snozzcumber” from the children’s book, while he fantasises about tastier alternatives, such as “prawn coat-tails, beef welly-boot, wigs in blankets”.
The camera then pans to the giant, who asks: “Hey Sainsbury’s, how can we make this Christmas a bit more… phizz-whizzing?”
A Sainsbury’s name badge labelled ‘Sophie’ appears, worn by a staff member returning a trolley in a car park. A colossal sneeze blasts snowflakes and sets off car alarms, before the BFG is revealed crouching in the shadows behind the trolley park.
Sophie says: “BFG! I hear you need our help.”
The giant’s fingers unfurl onto the ground in front of her as he replies: “As a matter of fact, I does.”
The advert cuts to the BFG and Sophie travelling in search of food, sourcing produce from Sainsbury’s suppliers, including salmon, Brussels sprouts, and Stilton cheese.
The camera pans to a dining table in the BFG’s dream cave laid with Taste the Difference and Sainsbury’s dishes, including a roasted carrot galette, a smoked salmon and maple terrine, and a golden forest dessert.
It concludes with Sophie and the BFG wishing each other a Merry Christmas, and Stephen Fry inviting shoppers to seek the retailer’s expertise, asking: “Want to go big this Christmas? Ask Sainsbury’s. Good Food for all of us”.
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The advert is set to premiere on TV at 8:15pm on 1 November, during Coronation Street, and is live from 8am on the grocer’s social channels and website.
The grocery giant, which featured Rick Astley in its festive advert last year, is working with its charity partner Comic Relief to deliver more than five million meals to families experiencing food poverty this Christmas.
A special version of its advert is also set to go live to highlight the work.
Sainsbury’s head of campaigns Emma Bisley said: “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.”
She added: “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.”
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