Sainsbury's gets in early with new BFG Christmas advert and shoppers say the same thing

Soon we won't be able to go anywhere without seeing an advert for Christmas and Sainsbury's has launched this year's TV commercial earlier than most.

As the first UK supermarket to launch a festive ad for 2024, it features the much-loved Roald Dahl character the BFG.

With the message that Sainsbury's is going big on food this Christmas, it follows the BFG and Sainsbury’s worker Sophie, who is played by a real employee, travelling the country in search of great tasting food, sourcing fresh produce from the supermarket's suppliers, including Brussels sprouts, salmon and cheese.

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Shoppers have been quick to react to the ad, which debuted on November 1, and shows the lovable character saying: "Hey Sainsbury’s, how can we make this Christmas a bit more… phizz-whizzing?”

Hundreds have commented on the video on Sainsbury's Facebook page, with many saying how much they 'love it'.

"Wow I think Sainsbury may have just won Christmas this year," said one. "What a lovely advert and I love the BFG."

"Brilliant Christmas advert well done Sainsbury's," said another. And a third added: "Absolutely Love it, cannot stop watching."

Others described it as the supermarket's 'best ad ever', saying it's 'magical' and 'sentimental'.

The advert concludes with Sophie and the BFG wishing each other a Merry Christmas and Stephen Fry inviting customers to seek the retailer’s expertise, asking: “Want to go big this Christmas? Ask Sainsbury’s. Good Food for all of us."

Emma Bisley, head of campaigns at Sainsbury’s, said: “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.

“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.

“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 we hope that this advert captures the nation's hearts and fills them with joy.”

The BFG is one of Roald Dahl’s most beloved and enduring stories, regularly featuring in the top 10 most popular children’s stories in the UK. With over 21 million copies sold worldwide and translated into 49 languages, it continues to capture the imaginations of generations globally.

Natalie Hopkins, director of global product and partnerships at the Roald Dahl Story Company, said: “By collaborating with Sainsbury’s to bring Roald Dahl’s beloved BFG to life in a new story, we hope the nation is as captivated as we are to see two old friends back together this Christmas.”