Sainsbury’s Christmas Advert 2026: Annie Races Into Giant Country to Save the BFG’s Christmas

Sainsbury's Christmas Advert 2026 - BFG and Annie

The Big Friendly Giant is back for a third year in Sainsbury’s Christmas Advert 2026, but this time he’s the one who needs rescuing. Cue a runaway delivery van, a cheese-loving monster and the greatest sprout stampede ever filmed.

Sainsbury’s Christmas advert 2026 has officially landed, and it’s a whopper. It’s November 1st, the clocks have gone back, and Sainsbury’s has fired the starting pistol on the Christmas advert battle!

For the third year running, the supermarket has teamed up with the Roald Dahl Story Company to bring back the BFG. This year, though, there’s a twist. Our favourite giant is tucked up in his cave with a stinking cold. And without a little help, he’s going to miss Christmas altogether.

Think giant creatures, snow that seems to float upwards, and a heroic dash deep into Giant Country. It’s two minutes of pure festive mayhem. Then, just when you’re grinning, it goes and makes you a bit misty-eyed. Classic Sainsbury’s.

WATCH: Sainsbury’s Christmas Advert 2026 Below:

Sainsbury’s Christmas Advert 2026: watch full advert here

When can you watch the Sainsbury’s Christmas advert 2026?

Pop the kettle on and get comfy. The full two-minute advert premieres on TV at 6.26pm on Sunday 1 November 2026. At exactly the same moment, it goes live across Sainsbury’s social channels and website.

So if you miss the big TV moment, don’t panic. You can catch it online straight afterwards, again and again (and again).

What happens in the Sainsbury’s Christmas advert 2026?

We open in the BFG’s whimsical cave. Instead of mixing dreams, our gentle giant is sniffling under the weather. He grumbles, “Hey Sainsbury’s, I feel quacky as a duckhound. Think I’ll miss Christmas this year.”

Honestly, who hasn’t felt quacky as a duckhound in December? We’re adding it to our festive vocabulary immediately.

Annie to the rescue

Luckily, spirited Sainsbury’s colleague Annie is having none of it. She returns from last year’s advert, and she’s a woman on a mission. First, she loads a Sainsbury’s delivery van with crates of Taste the Difference festive food. Then she hits the road with her trusty sidekick, Fred.

The Greedy Giant strikes again

Sainsbury's Annie holding out a cheeseboard for the giant

Of course, Giant Country is no gentle Sunday drive. Before long, the Greedy Giant is back. Remember him from last year? He’s still hungry. Very hungry.

This time, the crafty 48-foot food thief lies in wait with his mouth wide open, pretending to be a tunnel. Annie swerves to dodge his teeth. As a result, the van careers into a wild patch of snozzcumbers and ends up dangling over the edge of a rocky cliff. Cue every parent on the sofa gasping.

No sooner are they back on solid ground than an impossibly big Squizzly Scotch-Hopper peers through the windscreen. Annie’s genius plan? Cheese. Lots of it. She tempts the curious creature with a tasty cheese selection, and it works a treat.

But the peace doesn’t last. The Greedy Giant spots the stalled van and bellows, “I’m back for seconds!” Then he thunders down the road after them.

This is where Annie becomes our hero of the season. She throws open the back of the van and unleashes a full-scale avalanche of Brussels sprouts. The giant steps straight onto the rolling greens, loses his footing and lands flat on his back with an almighty thud. Meanwhile, Annie and Fred make a swift getaway.

We’ve always said sprouts were underrated. Now we have proof.

A gloriumptious feast fit for a giant

After all that chaos, the mood melts into pure festive warmth. Annie pulls up outside the BFG’s beautifully decorated cave, arms piled high with crates of Taste the Difference goodies.

The BFG peers down, misty-eyed. “Annie? You came all this way just for me?” With a gentle smile, Annie reminds him, “nobody should miss Christmas.” Pass the tissues, please.

Finally, the trio gather round for a proper festive feast. On the table, you’ll spot two dishes we’re already adding to our Christmas shopping list:

Taste the Difference Slow Cooked Turkey Crown with Bacon and Stuffing
Discovery Brussels Sprout and Cavolo Nero Gratin

The advert signs off with Sainsbury’s promise: “For everything that makes Christmas unmissable. Sainsbury’s, good food for all of us.”

Fancy recreating the BFG’s feast at home? 🔗 Shop the range here:

Our verdict

We love it. Flipping the story so Annie rescues the BFG is a lovely move, and it gives the trilogy real heart. Plus, the action scenes are brilliantly bonkers. A cliff-hanging van, a giant posing as a tunnel and a sprout-powered escape? That’s Christmas telly gold.

Most importantly, the message lands. Nobody should miss Christmas, and nobody should spend it alone. That’s a sentiment we can all raise a glass of mulled wine to.

The Christmas advert battle has begun, and Sainsbury’s has set the bar giant-sized. Over to you, John Lewis, M&S, Tesco and Aldi. Kevin the Carrot, we’re looking at you.