If last year the great good-natured giant, protagonist of the story by British author Roald Dahl, traveled around the United Kingdom looking for the best ingredients for Christmas meals, in this year’s Sainsbury’s Christmas advertisement he once again saves the holidays from the greed and gluttony of a giant.

The British supermarket recovers the character to once again highlight both its product offering and the company’s service, represented through the efficient employee Annie. However, beyond giving prominence to its food offering, the company also connects on an emotional level with the viewer with a message focused on unity, kindness, the Christmas spirit and shared moments.

To bring the story to life, the company has once again collaborated with the Roald Dahl Story Company, which manages the rights to Roald Dahl’s work. According to Sainsbury’s, the return of the great good-natured giant responds to the good acceptance by the audience last year and the way in which it helps the supermarket to convey its brand values.

“We want to help our customers enjoy an unforgettable and magical Christmas. Sainsbury’s is here to help the entire country prepare for any festive occasion“, commented Radha Davies, Marketing Director of Sainsbury’s, according to Daily Mail. “We wanted to capture a spirit of endearing nostalgia, with the energy of a great Christmas story. We’ve captured that joy in our new food range, designed to help families and friends create wonderful memories, with delicious, quality options to suit all tastes and budgets.”.

The Sainsbury’s Christmas advert has been carried out in collaboration with creative agency New Commercial Arts and post-production studio UTC.
The campaign premiered on November 2 on the company’s social channels and digital platforms. It will also have activations on television, outdoor advertising and collaborations with influencers.