Sainsbury’s leads the way with its Christmas advert, highlighting food in partnership with the beloved BFG character.
- The advert features Sainsbury’s colleague ‘Sophie’ and BFG travelling the country to source quality produce.
- The campaign showcases Sainsbury’s ‘Taste the Difference’ range, promoting premium food offerings and value.
- Stephen Fry lends his voice to the campaign, inviting consumers to experience exceptional food with Sainsbury’s.
- This initiative strengthens Sainsbury’s goal to be the primary choice for quality Christmas food, amid tough economic times.
Sainsbury’s has taken the lead by launching its Christmas advert, featuring a heartwarming narrative with Roald Dahl’s cherished character, the BFG. According to Sainsbury’s head of campaigns, Emma Bisley, food is central to this year’s advertisement. This decision reflects the grocer’s strategy to prioritise food and entice customers both on television and social platforms.
In the advert, the BFG and Sainsbury’s colleague ‘Sophie’ embark on a journey to procure top-tier food supplies. They source fresh produce from Sainsbury’s suppliers, including salmon, Brussels sprouts, and Stilton cheese. The journey concludes with a lavish dining table, showcasing Sainsbury’s own ‘Taste the Difference’ dishes, exemplifying the market’s diverse food offerings.
Stephen Fry, serving as the ad’s narrator, invites consumers to ‘go big this Christmas’ with Sainsbury’s, emphasising the slogan, ‘Good Food for all of us.’ This aligns with Sainsbury’s commitment to offering excellent quality and value deals during the festive period.
Following the theme of upgrading Christmas celebrations, the ‘Taste the Difference’ range is prominently featured. Products like roasted Carrot Galette, Smoked Salmon and Maple Terrine, and Golden Forest dessert are highlighted as part of this premium line.
Sainsbury’s aims to deliver not just quality food but also a nostalgic connection through the inclusion of the BFG. This resonates with consumers seeking warmth, familiarity, and connection with family and friends during Christmas.
Humour, a key element for Sainsbury’s, is interwoven into the campaign, particularly on social media. A noteworthy clip shows a giant footprint left by the BFG on a beach, adding a touch of fun without overshadowing the food focus.
In the context of economic challenges, Sainsbury’s recognises the consumers’ continued desire to indulge during Christmas. The advert seeks to persuade them to choose Sainsbury’s for their holiday purchases amidst the cost-of-living crisis.
Sainsbury’s Christmas campaign effectively combines nostalgia and quality food to appeal to consumers during challenging times.
