Sainsbury’s has debuted its 2024 Christmas advert which features Roald Dahl’s beloved character the BFG alongside colleagues on a quest for festive food.

The advert, which launches via the grocer’s social channels and website at 8am and across ITV, Channel4, and Sky at 7pm tonight (1 November), opens with a scene featuring the infamous ‘snozzcumber’ vegetable being chopped up by the BFG who asks: “Hey Sainsbury’s, how can we make this Christmas a bit more… phizz-whizzing?”.

The BFG then appears in a Sainsbury’s car park where an employee, who is a real store colleague, with a name badge labelled ‘Sophie’ offers to give the giant some help.

The ad cuts to the BFG and Sophie travelling in search of great tasting food, sourcing fresh produce from the supermarket’s suppliers, including salmon, Brussels sprouts and Stilton cheese.

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The camera then pans to reveal a dining table full of Taste the Difference and Sainsbury’s dishes, including a roasted Carrot Galette, a Smoked Salmon and Maple Terrine, and a Golden Forest dessert.

 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.”

Sainsbury’s head of campaigns Emma Bisley said: “The festive season is about making wonderful memories, and we’re here to help our customers create a truly unforgettable Christmas with family and friends, especially when it comes to food.

“At Sainsbury’s, providing good food for all of us is at the heart of everything we do. We want to offer a diverse range of high-quality food products suitable for any occasion, whether customers are looking for new holiday delights or classic festive favourites, Sainsbury’s has something to satisfy every taste and budget through this year’s Christmas range.

“Collaborating with the Roald Dahl Story Company this year was a remarkable opportunity to tap into the nostalgia and heartwarming spirit that the BFG embodies and hope that this advert captures the nation’s hearts and fills them with joy.”