Sainsbury's gets in early with new BFG Christmas advert and shoppers say the same thing

Soon we won't be able to go anywhere without seeing an advert for Christmas and Sainsbury's has launched this year's TV commercial earlier than most.

As the first UK supermarket to launch a festive ad for 2024, it features the much-loved Roald Dahl character the BFG.

With the message that Sainsbury's is going big on food this Christmas, it follows the BFG and Sainsbury’s worker Sophie, who is played by a real employee, travelling the country in search of great tasting food, sourcing fresh produce from the supermarket's suppliers, including Brussels sprouts, salmon and cheese.

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Shoppers have been quick to react to the ad, which debuted on November 1, and shows the lovable character saying: "Hey Sainsbury’s, how can we make this Christmas a bit more… phizz-whizzing?”

Hundreds have commented on the video on Sainsbury's Facebook page, with many saying how much they 'love it'.

"Wow I think Sainsbury may have just won Christmas this year," said one. "What a lovely advert and I love the BFG."

"Brilliant Christmas advert well done Sainsbury's," said another. And a third added: "Absolutely Love it, cannot stop watching."

Others described it as the supermarket's 'best ad ever', saying it's 'magical' and 'sentimental'.

The advert concludes with Sophie and the BFG wishing each other a Merry Christmas and Stephen Fry inviting customers to seek the retailer’s expertise, asking: “Want to go big this Christmas? Ask Sainsbury’s. Good Food for all of us."

Emma Bisley, head of campaigns at Sainsbury’s, said: “The festive season is about making wonderful memories, and we're here to help our customers create a truly unforgettable Christmas with