The 2024 Christmas advert from Sainsbury’s features the iconic BFG character from Roald Dahl’s stories alongside a real supermarket employee named Sophie.
- Opening with a whimsical scene, the advert sees the BFG daydreaming about flavoursome alternatives to a “snozzcumber”.
- A central theme showcases the BFG and Sophie exploring the sources of Sainsbury’s high-quality festive foods.
- Sainsbury’s partners with Comic Relief to address food poverty during the festive season, aiming to deliver over five million meals.
- Sainsbury’s seeks to engage viewers through nostalgia and charm, inviting them to embrace a joyful Christmas with quality food offerings.
In a charming blend of fantasy and reality, Sainsbury’s 2024 Christmas advert brings together the beloved BFG character from Roald Dahl’s classic tales with Sophie, a real-life supermarket worker. The narrative begins with the BFG slicing a fictional “snozzcumber” while envisioning more appealing culinary delights like “prawn coat-tails” and “wigs in blankets.” His curiosity about enhancing the Christmas experience leads him to the supermarket where Sophie works.
The initial interaction between the BFG and Sophie adds a touch of humour, as a playful sneeze from the giant sends snowflakes drifting and triggers car alarms. Sophie, seeing the BFG in need, assures him: “BFG! I hear you need our help.” The advert cleverly utilises this narrative to draw attention to Sainsbury’s commitment to quality food sourcing.
Travelling through picturesque landscapes, the BFG and Sophie source festive favourites from Sainsbury’s suppliers, including salmon, Brussels sprouts, and Stilton cheese. The final scene presents a lavish dining setup in the BFG’s dream cave, replete with gourmet dishes that highlight Sainsbury’s offerings like the roasted carrot galette and a golden forest dessert.
The message culminates with a heartfelt exchange of Christmas wishes between Sophie and the BFG. Renowned actor Stephen Fry’s voice invites viewers to seek Sainsbury’s expertise in hosting a “big” Christmas, encapsulating the retailer’s emphasis on inclusivity and culinary enjoyment.
Besides the advert’s enchanting storyline, Sainsbury’s engagement with its charity partner Comic Relief is a noteworthy initiative. By aiming to provide over five million meals to families during the festive period, Sainsbury’s demonstrates a commendable commitment to social responsibility. This year, the retailer also plans to release a special version of the advert to spotlight its charitable efforts.
Sainsbury’s head of campaigns, Emma Bisley, expressed the brand’s vision for the festive season: “We want to offer a diverse range of high-quality food products suitable for any occasion,” she mentioned, highlighting the collaboration with the Roald Dahl Story Company as a means to tap into collective nostalgia. The advert is designed to resonate emotionally with the audience, capturing the essence of warmth and togetherness that defines the season.
Sainsbury’s Christmas advert effectively combines enchantment and social responsibility, inviting viewers to celebrate joyously and inclusively.
