Sainsbury’s launches its 2024 Christmas campaign featuring the BFG, aiming to strike a chord with shoppers.
- The advert showcases the journey of the beloved Roald Dahl character, BFG, alongside a Sainsbury’s employee, Sophie, as they hunt for quality ingredients.
- Emma Bisley, the head of campaigns, highlights the importance of warmth, connection, and high-quality food in this year’s theme.
- The campaign’s launch includes a social media strategy designed to spread joy and highlight Sainsbury’s food offerings across multiple platforms.
- This festive campaign reflects the retailer’s emphasis on authenticity and humour to engage its audience.
Sainsbury’s has launched its Christmas campaign for 2024, setting the festive mood with an advert featuring the iconic BFG character from Roald Dahl’s stories. The campaign begins airing at 7pm today on major UK television networks, presenting a storyline that follows BFG and a Sainsbury’s employee named Sophie, embarking on a journey across the UK to explore and gather quality ingredients. They source products such as salmon, Brussels sprouts, and Stilton cheese, which culminates in a grand festive feast that showcases Sainsbury’s range of Taste the Difference dishes.
Emma Bisley, Sainsbury’s head of campaigns, describes the current Christmas period as challenging due to the ongoing cost-of-living crisis. However, she emphasises that the enduring spirit of celebration and togetherness remains. According to Bisley, the advert aims to evoke feelings of warmth, familiarity, and connection, which are central to the festive experience. By featuring a real employee as Sophie, the campaign seeks to add authenticity and relatability to its message, reinforcing the notion that colleagues are the backbone of Sainsbury’s identity.
The campaign’s creative use of the BFG character aims to create a sense of nostalgia and whimsy, while also presenting practical inspiration for festive meals. The advert ends with a heartfelt call to action by Stephen Fry, inviting viewers to ‘Ask Sainsbury’s’ for help in making their Christmas celebrations special. This year, Sainsbury’s also expands its campaign presence beyond traditional television, prioritising digital platforms where audiences frequently interact. By posting the advert first on its social media channels, Sainsbury’s aims to engage shoppers effectively and highlight its meticulous approach to food quality.
Emma Bisley highlights the humorous elements of the campaign, noting their vital role in building a positive brand image. The BFG character’s imaginative presence is integrated into various aspects of the campaign, including radio spots, to bring laughter and joy to shoppers. A memorable scene from the advert, which has been shared on social media, depicts a puzzled beachgoer discovering a giant footprint left by the BFG, showcasing the campaign’s playful spirit.
Sainsbury’s 2024 Christmas campaign underscores their commitment to providing high-quality food and a joyful shopping experience. By embracing a mix of humour, nostalgia, and authentic storytelling, Sainsbury’s aims to cultivate a festive atmosphere that resonates with consumers at a time when they seek comfort and connection.
Sainsbury’s festive campaign combines cherished characters and quality offerings to inspire joy this Christmas.
