Sainsbury’s launches its Christmas advert with a beloved character.
- The campaign features a nostalgic story with food as the central theme.
- The advert showcases Sainsbury’s commitment to quality and festive spirit.
- Sainsbury’s aims to connect emotionally with customers amid economic challenges.
- Humour and warmth are key elements in engaging audiences.
Sainsbury’s has unveiled its Christmas advert, becoming the first UK supermarket to kick off the festive advertising season. The advertisement, inspired by Roald Dahl’s cherished character, the BFG, focuses on a warm narrative that prioritises food. The central storyline involves the BFG and a Sainsbury’s employee named Sophie traveling across the UK in search of exquisite meats and produce, ultimately displaying a dining scene brimming with Sainsbury’s culinary offerings.
Emma Bisley, head of campaigns at Sainsbury’s, underlines the significance of food in the advert, stating that the campaign underscores the quality and value Sainsbury’s provides. The strategy aligns with the grocer’s ambition to be the premier choice for food, highlighted by their effort to bring a comprehensive range of food products to more customers by increasing the food selection in 180 more stores and allocating less space to general merchandise.
The campaign prominently features the ‘Taste the Difference’ range during the advertisement, showcasing dishes like Roasted Carrot Galette and Golden Forest dessert. This move taps into customer tendencies to indulge in quality foods during Christmas, spotlighting the craftsmanship behind these products, intended to echo the care and passion Sainsbury’s employees invest in delivering quality food.
While the food takes centre stage, the BFG’s presence adds a nostalgic element aimed at resonating with viewers’ emotions. Bisley elaborates that, aside from just selling products, the advert was designed to foster a connection with people, evoking warmth and familiarity during a festive season marked by economic difficulties. She emphasises that it’s this combination of quality, nostalgia, and personality that Sainsbury’s hopes will attract consumers to ‘go big’ this Christmas.
The advert cleverly incorporates humour both in its narrative and through social media teasers, appealing to a wide audience. A snippet shared on social platforms highlights a light-hearted moment where the BFG leaves a footprint on a beach, intriguing a bystander with a metal detector. Sainsbury’s aims to instill positivity and encourage customers to embrace the festive spirit, despite the ongoing cost-of-living considerations.
Sainsbury’s 2024 Christmas advert strategically combines quality food, nostalgia, and humour to engage consumers during challenging times.
