Sainsbury’s is bringing a touch of magic back to Christmas. The British supermarket chain has revived the Big Friendly Giant (BFG), inspired by Roald Dahl’s beloved character, for its 2025 festive campaign. After charming viewers last year, the gentle giant returns — but this time, he faces an unexpected challenge: a greedy giant determined to raid Christmas dinners across the UK.
The campaign was developed by New Commercial Arts, once again teaming up with director Sam Brown of Rogue Films and the visual effects specialists at Electric Theatre Collective. The new film follows the BFG and Annie, a Sainsbury’s store colleague, as they join forces to protect holiday meals from a towering intruder who has taken a particular liking to products from the Taste the Difference range.
“Our aim was to create a classic Christmas adventure — full of warmth, humour, and mouth-watering food,” says Ian Heartfield, founder and chief creative officer at New Commercial Arts.
For Sainsbury’s, the campaign underscores its ambition to help families enjoy a festive season that is both delicious and stress-free.
“We want to help our customers have an unforgettable and magical Christmas,” explains Radha Davies, Sainsbury’s marketing director. “From spectacular centrepieces to indulgent desserts, our Taste the Difference range makes hosting easier, even when the unexpected happens.”
The decision to continue the BFG story follows strong audience reception in 2024, with the previous spot earning one of the highest emotional engagement scores on the System1 platform. The character’s nostalgia and emotional appeal remain central to the brand’s strategy.
Beyond the screen, the campaign extends into stores. Sainsbury’s is rolling out a BFG-themed collection featuring illustrations by Sir Quentin Blake, as well as home décor, gifting items and seasonal foods. In addition, the retailer is collaborating with Comic Relief to help distribute over five million meals to families facing food insecurity during the holidays.
The 60-second ad premieres on television on 2 November, with a 90-second extended version appearing across social channels and in cinemas ahead of screenings of Wicked from 21 November to 24 December.
