Sainsbury’s has officially unveiled its brand new Christmas advert with Stephen Fry as the narrator and a very tall giant. Watch the FULL advert below:
The ad begins with a striking image of the infamous snozzcumber, a towering, knobbly black-and-white striped vegetable that will surely bring to mind the beloved story. Suddenly, there’s a dramatic thud as a cleaver chops it in half. Off-camera, a familiar voice dreams of tastier options: “Prawn Coat-tails, Beef Welly-boot, Wigs in Blankets.”
The camera zooms in on a 24-foot-tall giant with oversized ears—it’s the BFG, surrounded by whimsical clutter in his secret cave lined with jars of dreams. After a thoughtful pause, he turns to the camera and asks, “Hey Sainsbury’s, how can we make this Christmas a bit more… phizz-whizzing?”
A name badge reading ‘Sophie’ appears as a colleague in a car park returns a trolley, only to be interrupted by a massive sneeze that sends snowflakes flying and car alarms ringing. From the shadows behind the trolley park, the BFG emerges, cloaked and grand. “BFG!” exclaims Sophie, “I hear you need our help.” After a brief moment, the BFG’s gigantic fingers stretch out toward her. “As a matter of fact, I does,” he replies.
The scene shifts to Sophie and the BFG embarking on a quest for delicious food, sourcing fresh ingredients from Sainsbury’s trusted suppliers—salmon, Brussels sprouts, and crumbly Stilton cheese. The camera pans out to reveal a lavish dining table in the BFG’s dream cave, overflowing with delectable Sainsbury’s dishes, including a roasted Carrot Galette, a Smoked Salmon and Maple Terrine, and a delightful Golden Forest dessert.
The ad features real Sainsbury’s colleagues, including a Food Services Assistant making her acting debut as Sophie, showcasing the vital role they play during the festive season and throughout the year.
As the ad wraps up, we see Sophie and the BFG wishing each other a Merry Christmas, with Stephen Fry encouraging customers to seek Sainsbury’s expertise: “Want to go big this Christmas? Ask Sainsbury’s. Good Food for all of us.”
Emma Bisley, Head of Campaigns at Sainsbury’s, stated: “The festive season is all about creating wonderful memories, and we’re here to help our customers craft a truly unforgettable Christmas with loved ones, especially when it comes to food.
“At Sainsbury’s, our mission to provide good food for everyone is at the core of what we do. We aim to offer a diverse range of high-quality food products suitable for any occasion, whether customers are seeking new holiday treats or classic festive favorites. This year’s Christmas range has something for every taste and budget.
“Partnering with the Roald Dahl Story Company was a fantastic opportunity to evoke the nostalgia and warmth that the BFG represents, and we hope this ad brings joy to the nation.”
The BFG is one of Roald Dahl’s most cherished stories, consistently ranking among the top 10 children’s books in the UK. With over 21 million copies sold worldwide and translated into 49 languages, it continues to enchant generations.
Natalie Hopkins, Director of Global Product and Partnerships at the Roald Dahl Story Company, remarked: “Through our collaboration with Sainsbury’s, we aim to breathe new life into Roald Dahl’s beloved BFG this Christmas. We hope the nation will be as captivated as we are to see these two old friends reunited.”
The BFG embodies Sainsbury’s mission to create a Big Christmas for all. With only snozzcumbers to feast on in Giant Country, his quest for good food leads to an adventure of discovery and wonder alongside Sainsbury’s Sophie, bringing the magic of Christmas to everyone.
