The Christmas advert archive
Sainsbury's BIG Christmas
Sainsbury's · 2024 · 105 seconds
Sainsbury's BIG Christmas
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The story
Why it stays with you
The BFG teams up with Sainsbury's colleague Sophie for a Christmas food adventure.
The BFG wants something more appealing than snozzcumbers for Christmas. Help arrives in the form of Sophie, a Sainsbury's colleague who joins him on a journey to find the ingredients for a festive feast.
Roald Dahl's giant brings storybook scale to an everyday Christmas question: what shall we eat? The adventure takes in suppliers and fresh produce before returning to his cave for a table full of possibilities.
A real Sainsbury's colleague plays Sophie, while Stephen Fry delivers the closing invitation. The campaign makes a useful companion to other Christmas adverts that bring familiar book characters into a new festive setting.
First shown 1 November 2024. Playback checked 15 October 2026. Video availability may change.
Behind the advert
Closing voiceover
Stephen Fry
Credits & sources
- Brand
- Sainsbury's
- Year
- 2024
- Cut
- Full film
- Running time
- 1 min 45
- Shown
- Online and television
- Territory
- UK
- First shown
- 1 November 2024
- Closing voiceover
- Stephen Fry
- Roald Dahl official campaign announcement (opens in a new tab) · checked 9 October 2026
- Official film and uploader metadata (opens in a new tab) · checked 4 October 2026
Record updated 15 October 2026.