Sainsbury's Brings the Magic of Roald Dahl's BFG to Life in 2024 Christmas Advert

Sainsbury's 2024 Christmas Advert

The campaign, titled “Good Food for All of Us,” taps into the whimsy of The BFG, showcasing Sophie, a food services assistant with a passion for drama, as she makes her acting debut in the role. In snowy scenes that instantly evoke the spirit of the season, viewers meet Sophie in a Sainsbury's parking lot as she's tidying up trolleys, unaware that the towering BFG is watching her. As she turns, she exclaims, “BFG! I hear you need our help!” The giant, ever charming, responds with a hearty, “As a matter of fact, I does,” extending his hand for Sophie to hop aboard and join him on a culinary journey.

In the opening of the advert, the BFG is seen chopping up unappealing dishes that bring to mind Roald Dahl’s playful descriptions, with Stephen Fry narrating fanciful alternatives like “beef wellyboot” and “wigs in blanket.” The giant, now ready to improve his holiday fare, wonders aloud, “Hey Sainsbury’s, how can we make this Christmas a bit more… phizz-whizzing

What follows is a magical tour of Sainsbury’s finest holiday offerings, featuring indulgent selections from the *Taste the Difference* range. As Sophie and the BFG journey across the countryside, they gather festive delights like smoked salmon, fresh Brussels sprouts, and rich, crumbly Stilton cheese from Sainsbury’s trusted suppliers. Their adventure leads them back to the BFG’s cozy cave, where a grand Christmas table is set. The spread showcases dishes like a Roasted Carrot Galette, a Smoked Salmon and Maple Terrine, and the dazzling centerpiece—a luxurious Golden Forest dessert.

The advert closes with Stephen Fry’s warm voiceover, inviting viewers to “Go big this Christmas” and ask Sainsbury’s for “Good Food for All of Us.” This enchanting campaign brings a modern holiday twist to a classic tale, inviting us all to rediscover the magic of friendship, food, and festive fun.

Emma Bisley, Head of Campaigns at Sainsbury’s, explained the inspiration behind the ad: “The festive season is about making wonderful memories, and we're here to help our customers create a truly unforgettable Christmas. By collaborating with the Roald Dahl Story Company, we hope to tap into the nostalgia and heartwarming spirit that the BFG embodies, bringing joy to families across the nation.”

In a bid to make the holiday season brighter for all, Sainsbury’s is working with Comic Relief through their Nourish the Nation program. This partnership aims to distribute over five million meals to families in need, with a special edition of the advert dedicated to this cause.

Natalie Hopkins, Director of Global Product and Partnerships at the Roald Dahl Story Company, shared her excitement about the campaign: “The BFG is perfect for Sainsbury’s mission to create a Big Christmas for all. This beloved character, with only snozzcumbers in Giant Country, embarks on a journey to discover the delicious magic of Christmas, a sentiment we hope resonates with viewers everywhere.”

People are absolutely loving Sainsbury's 2024 Christmas advert, with many celebrating its warmth, familiarity, and touch of Roald Dahl magic. Here are some of the glowing reviews so far:

@joanneproctor6402
20 hours ago
"That was an excellent advert. One of Sainsbury’s best!"

@Tg-DFC1so
11 hours ago (edited)
"This is exactly what a Christmas advert should be. It's warm and familiar. Well done, Sainsbury's!"

@sebsandford
1 day ago
"Such a beautiful advert. Love a bit of Roald Dahl."

The advert’s blend of heartwarming nostalgia, festive charm, and the iconic BFG has resonated deeply with viewers, making it a new favourite for the holiday season.