Sainsbury’s has launched its 2024 Christmas advert featuring the BFG, focusing heavily on food.
- The ad showcases Sainsbury’s offering by highlighting fresh produce sourced countrywide.
- Emma Bisley, head of campaigns, explains the emphasis on quality and variety in their food range.
- Emotional connections through nostalgia and familiar characters play a significant role in the campaign.
- Humour and warmth are key elements, reflecting the current economic challenges faced by many.
Sainsbury’s, being the first UK supermarket to release its Christmas advert this year, has put a spotlight on food at the heart of its campaign. This initiative features the beloved character the BFG, alongside a Sainsbury’s colleague named Sophie, travelling across the country. Their journey focuses on sourcing fresh produce, such as salmon, Brussels sprouts, and Stilton cheese, directly from suppliers. Culminating in a dining setting filled with Sainsbury’s ‘Taste the Difference’ products, the advert invites viewers to experience high-quality food and great deals, as voiced by Stephen Fry, who encourages customers to ‘go big’ this Christmas.
Emma Bisley, Sainsbury’s head of campaigns, elaborates that the advertisement is designed to illustrate how customers can obtain high-quality food while enjoying significant deals. This aligns with Sainsbury’s strategic move to prioritise food, leading to an expansion in the number of stores carrying their full food range, while reducing space for general merchandise. Products from the ‘Taste the Difference’ range, including items like roasted Carrot Galette and Smoked Salmon and Maple Terrine, are prominently featured to highlight the love, care, and effort inherent in Sainsbury’s food offerings.
The inclusion of the BFG character aims to evoke nostalgic emotions, making viewers feel connected to their families and friends. This mix of a well-loved character, real employee involvement, and exceptional food aims to resonate with customers. Bisley notes the importance of humour in their campaign, evident in a social media clip showing the BFG’s footprint on a beach, which is intended to foster a sense of warmth toward the brand.
Acknowledging the current economic pressures, Bisley points out that while consumers face tough times due to the ongoing cost-of-living crisis, there remains a desire to indulge during the festive season. The campaign is intended to reassure customers that Sainsbury’s can offer a fulfilling Christmas experience.
Sainsbury’s Christmas advert aims to blend quality food offerings with nostalgic appeal, providing customers an inviting holiday experience.
