Sainsbury’s has unveiled its latest festive cinema-and-TV ad, and this year sees a delightful twist on its beloved storytelling tradition.
Written 3rd November 2025 | Subscribe to our Christmas newsletter
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The key players? The iconic Big Friendly Giant (BFG) teams up with a real-life Sainsbury’s colleague (Annie) to prevent a Christmas calamity when an unexpected, very hungry guest crashes the dinner table.
Watch it here:
A Feast Interrupted
The advert opens with the BFG and Annie preparing a Sainsbury’s food delivery for a family’s Christmas spread. All is calm, plates are set, turkey is ready, sprouts are steaming… until the giant arrives — a 48-foot gluttonous figure who devours the entire festive feast in one gulp.
What follows is a high-spirited rescue mission: the duo scrambles, replacements are called in, and Sainsbury’s steps in to make sure the festive table doesn’t stay empty. In the end the giant is subdued (and probably a little stuffed) and the family gather around once more. The closing line? “Want to be ready for anything this Christmas? Ask Sainsbury’s.”
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