The Christmas adverts are officially arriving, and Sainsbury's has brought back one of our favourite festive characters – the Big Friendly Giant! 🎄❤️
Written 1st November 2026 | Subscribe to our Christmas newsletter
Released on 1 November, the supermarket's brand-new Christmas advert sees Roald Dahl's beloved BFG return for a third consecutive year, and this time, he's the one who needs a little Christmas magic.
The two-minute festive adventure promises plenty of laughter, a few hairy moments and a heartwarming reminder of what Christmas is really about.
Watch here:
The BFG Needs Saving This Christmas!
This year's advert takes us on a magical journey into Giant Country, where the BFG has unfortunately come down with a nasty cold.
Feeling poorly and unable to do his Christmas shopping, the gentle giant worries he might miss out on the festivities altogether.
But luckily, help is on its way!
Returning Sainsbury's colleague Annie, played by real-life employee Annie Ferguson, is determined to make sure her giant friend doesn't go without Christmas dinner.
Loading up a delivery van with delicious festive treats, including turkey, pigs in blankets and Brussels sprouts, Annie sets off on an extraordinary journey into Giant Country.
Of course, delivering Christmas dinner to a giant isn't quite as straightforward as popping round to a neighbour's house!
Along the way, Annie faces enormous obstacles, including a rather unfriendly giant, a dangerous cliff edge and some very unusual creatures.
But she's determined to reach the BFG and make his Christmas special.
A Heartwarming Christmas Message
Beyond the fun and adventure, this year's advert carries a lovely message about kindness, friendship and making sure nobody feels forgotten at Christmas.
After a rather eventful journey, Annie finally reaches the BFG with a festive feast, proving that sometimes the greatest Christmas gift is simply showing someone you care.
And that's something we can certainly get behind! ❤️
Sainsbury's has also partnered with Comic Relief to help provide 12 million meals to families across the UK who need support.
Could This Be One of the Best Christmas Adverts of 2026?
Christmas adverts have become almost as much a part of the festive countdown as putting up the decorations, watching our favourite Christmas films and hearing those first few notes of Mariah Carey!
And bringing back the BFG certainly gives this year's Sainsbury's advert an extra helping of nostalgia.
There's something wonderfully Christmassy about Roald Dahl's magical world, and we love seeing a familiar character return with a brand-new adventure.
With plenty of other big Christmas adverts still to come, including the eagerly anticipated John Lewis offering, the competition for the best Christmas advert of 2026 is only just beginning.
But Sainsbury's has certainly given us a lovely start!
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