Sainsbury’s 2025 Xmas Ad Brings Back BFG with Surprise Guest

Watch Sainsbury’s feel-good Christmas ad! See the BFG and new colleague Annie tackle a hungry guest while sharing the Taste the Difference range.

November is here, and Christmas adverts are arriving fast! UK retailers like John Lewis, Asda, Morrisons, and Argos have already launched festive ads, and now Sainsbury’s joins the fun. Their new Christmas advert stars the BFG and a very hungry guest, spreading festive cheer while showcasing the Taste the Difference Christmas range.

WATCH: Sainsbury’s 2025 Christmas Advert

SHOP SAINSBURY’S CHRISTMAS FOOD TO ORDER HERE

What is the Sainsbury’s 2025 Christmas Advert about?

Sainsbury’s is back, sprinkling Christmas magic with its 2025 festive ad and this year, the BFG returns for another heartwarming adventure. Teaming up with Annie, a real Sainsbury’s colleague, the beloved giant faces a big festive hiccup when an unexpected visitor — The Greedy Giant — shows up with an even bigger appetite. What follows is a joyful, food-filled chase through town as they race to replace all the gobbled-up goodies from the Taste the Difference range.

Running just under two minutes, the ad is packed with playful chaos, plenty of “swoggles,” and that signature Sainsbury’s warmth. From snatched canapés to pigs in blankets disappearing faster than you can say “snozzcumber,” it’s a true Christmas caper. And, of course, it ends on a heart-tugging note — because at Sainsbury’s, there’s always room for one more at the Christmas table.

Radha Davies, Sainsbury’s Marketing Director, said: “We want to help our customers have an unforgettable and magical Christmas. Sainsbury’s is here to help the nation get ready for anything during the festive season, from spectacular centrepieces to showstopping desserts, our innovative range of high-quality Taste the Difference food makes hosting easy. There’s something for every occasion and to bring joy to all, even when the unexpected strikes. 

Sainsbury’s is joining forces with long-time partner Comic Relief to help fight food poverty this Christmas. Together, they’ll provide over five million meals to families in need — and a special version of this year’s festive ad will shine a light on this vital work.