Sainsbury’s has unveiled the return of the BFG in its new 2025 Christmas advert, featuring a “Greedy Giant” and a real Sainsbury’s colleague, Annie.

Showcased across TV, the new 60-second spot premieres on Sunday, 2 November at 20:10, with a 90-second version debuting simultaneously across the retailer’s social channels and website.

Created by New Commercial Arts, the longer film will also run in cinemas ahead of Wicked: For Good screenings from 21 November.

The advert follows the story of the BFG and Annie as they work to restock festive food after the arrival of an uninvited giant guest with a huge appetite, while continuing Sainsbury’s “Good food for all of us” platform and highlighting its Taste the Difference Christmas range.

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Sainsbury’s marketing director Radha Davies said: “We want to help our customers have an unforgettable and magical Christmas. Sainsbury’s is here to help the nation get ready for anything during the festive season, from spectacular centrepieces to showstopping desserts.

“We were delighted to revisit our collaboration with the Roald Dahl Story Company this year. The BFG, who is loved by all, was the perfect partner to help our brilliant colleague Annie save the day for our customers.”

Roald Dahl Story Company head of global commercial partnership Alice O’Brien added: “Last year the nation was captivated by two old friends back together, and this time we’re adding a new giant into the mix.

“We know the BFG lives in the hearts of households around the country, and we’re excited for viewers to see him take on the ultimate foodie mission with Annie to save Christmas for all.”

The campaign will be supported by a series of shorter TV, social and online films, alongside a BFG-inspired product range available in selected stores and online — featuring food, homeware, clothing and gifting lines illustrated by Sir Quentin Blake.

Alongside the new campaign, Sainsbury’s will also spotlight its ongoing work with Comic Relief, aiming to deliver over five million meals to families experiencing food poverty this Christmas.