Sainsbury’s is welcoming back the BFG in this year’s Christmas spot, which sees the lovable giant team up with Sainsbury’s colleague Annie to feed an unexpected guest. 

Building on the success of last year’s campaign, this year’s instalment sees the BFG star in a brand new adventure that showcases the magic of Sainsbury's Taste the Difference range.

The campaign, created with the help of agency New Commercial Arts, sees the BFG team up with a new sidekick, Annie, a real Sainsbury’s colleague. The pair deliver up a Sainsbury’s feast when an unexpected, hungry character appears on the scene.

The spot, entitled ‘The Unexpected Guest’, sees a 48-foot hungry giant wreak havoc on families' Christmas feasts, helping himself to all the food. Ransacking a Sainsbury’s delivery van, he exclaims: ‘Tastier than human beans!’

Annie and the BFG set out on a mission to undo the giant’s mess, as Sainsbury’s comes to the rescue to replenish all the tasty Christmas food the giant just can’t resist. As the giant stomps through town, crashing Christmas parties and helping himself to festive canapes, the BFG and Annie jump into action to replace all the goodies.

The giant makes his way through Taste the Difference Dry Cure Gammon, a Christmas dinner including Brussels sprouts, Taste the Difference Pigs in Blankets and a succulent turkey centrepiece, as the spot showcases the delicious Christmas food available this year at Sainsbury’s.

Annie and the BFG follow behind the hungry giant, saving Christmas with Sainsbury’s goods. With signature BFG-isms such as ‘Swipe my swoggles’, the pair finally stop the giant as Annie invites the BFG to Christmas lunch. The spot ends with the message: ‘Want to be ready for anything this Christmas? Ask Sainsbury’s’, followed by the brand’s promise, ‘Sainsbury's, good food for all of us.’

Combining the charm of the BFG with the ethos of Sainsbury’s, the heartwarming spot showcases the delicious products the retailer has to offer and the friendliness of in-store colleagues.

As part of the campaign, Sainsbury’s has launched a range of BFG-inspired food, home, clothing and gifting items available in select stores and online. The range, which features illustrations from Sir Quentin Blake and includes gourmet delights such as Mini Chocolate Chip Cookies, BFG Book Tin and Snozzcumber Sweets (fizzle apple and lime flavoured pencil bites). Home items, including Phizz-Whizzing Bath Bombs, BFG-inspired bed sets and cosy pyjamas, as well as treats for pets.

“We were delighted to revisit our collaboration with the Roald Dahl Story Company this year. The BFG, who is loved by all, was the perfect partner to help our brilliant colleague Annie save the day for our customers,” explains Radha Davies, Sainsbury's Marketing Director. 

She continues: “We wanted to capture a spirit of heartwarming nostalgia, with the energy of a great Christmas tale. We’ve translated that joyful energy into our new food range, which is designed to help families and friends create wonderful memories, with delicious, quality options for every taste and budget.” 

The campaign was created by New Commercial Arts, with production led by Rogue Films and visual effects through studio, Electric Theatre Collective. The campaign will run across TV, cinema, Sainsbury’s social channels and website and online. 

The Christmas spot is a continuation of Sainsbury's commitment to providing 'Good food for all of us', offering innovative and affordable, delicious food for every customer. As part of the wider campaign, Sainsbury’s is teaming up with charity partner, Comic Relief, to distribute over five million meals to families experiencing food poverty this Christmas as part of the retailer’s ongoing food poverty programme, and there will be a special version of this year’s advert highlighting this all-important work. 

Championing the power of storytelling, Sainsbury’s partnership with the well-loved character delivers joy and Christmas charm to the nation.