Sainsbury’s has enlisted the whimsical services of the BFG for its blockbuster 2024 Christmas ad, which sees the beloved character travel the length and breadth of the UK to curate the perfect festive meal.
Once again featuring a real member of staff, who befriends the affable Roald Dahl-penned giant, the grocer’s spot is squarely focused on the importance of giving back at Christmas time – with a creative anchored around the quality of its produce.
Developed in partnership with creative agency New Commercial Arts, the CGI-infused extravaganza feels at times more like a feature film than an ad, with Stephen Fry’s effortless voice-over adding a further layer of stardust to the production.
Directed by Sam Brown, the spot will launch across across ITV, Channel 4 and Sky this evening (1 November), with 60 and 30-second edits created to support the main film.
“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,” Sainsbury’s head of campaigns, Emma Bisley said.
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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 continued: “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.”
Pushed out via TV, video-on-demand, cinema, social media and influencer marketing, the budget-busting campaign will also aim to help Comic Relief distribute over five million meals to families experiencing food poverty this Christmas. A separate, Comic Relief edit has also been produced.
This campaign will mark New Commercial Arts’ first collaboration with Ogilvy UK since it was purchased by WPP in a deal rumoured to be in the region of £40 million earlier this year.
New Commercial Arts founder, Ian Heartfield added: “The Big Friendly Giant meets the Big Friendly Grocer – two fabric of the nation brands, bringing the magic of Christmas home to families.
“Our heart-warming campaign is a celebration of all things Christmas, allowing young and old to escape into a wonderful world of mouth-watering food, and to enjoy the story of a special friendship.”
