Bringing back the BFG for a second year was a “no-brainer”, explains marketing director Radha Davies, as the grocer looks to cement its value credentials.

UK grocer, Sainsbury’s, is once again sprinkling a bit of Roald Dahl magic into its Christmas campaign, with a return from ...

Whether you feel ready or not, it’s Christmas! At least in the world of advertising, that is. First up is the festive spot from Sainsbury’s ...

Sainsbury’s has released its Christmas 2025 advert, which features an iconic children’s character. The retailer has reunited ...

Sainsbury's has entered the Christmas adverts for 2025 by bringing back Roald Dahl's beloved BFG. This year, the Big Friendly Giant is joined by a new sidekick, Annie, a real Sainsbury's colleague, ...

Now that November has begun, it’s official – Christmas TV advert season is officially here. Asda was one of the first major ...

Roald Dahl’s BFG is back to save the day in Sainsbury’s whizzpopping new Christmas advert. The Big Friendly Giant is out ...