Prawn Coat-tails, Beef Welly-boot, Wigs in Blankets and Snozzcumbers… This year Sainsbury's Christmas ad spot stars Roald Dahl’s beloved BFG to showcase the array of festive flavours on offer at Sainsbury’s.

The whimsical spot, created with the help of New Commercial Arts in its first collaboration with Ogilvy UK which recently acquired the brand, takes audiences on a culinary adventure. The spot follows the BFG as he is aided by a friendly Sainsbury’s colleague who helps him create the perfect Christmas feast.

The ad opens in the BFG’s famous cosy lair. Audiences see a hand chopping into a tower of Snozzcumbers while a voice fantasises about more appetising alternatives: “Prawn Coat-tails, Beef Welly-boot, Wigs in Blankets.” As the spot zooms out to reveal the BFG and his cave filled with magical jars, the giant turns to camera and asks: “Hey Sainsbury’s, how can we make this Christmas a bit more phizz-whizzing?”

The film cuts to Sainsbury’s. A colleague named Sophie arrives for her shift when a giant sneeze blasts snowflakes and sets off car alarms causing her to turn around. There she sees the BFG sitting in the trolley park and together they set out on a journey to create the perfect Christmas feast.

The pair travel far and wide to find the best quality food, sourcing fresh produce from Sainsbury’s suppliers. From smoked salmon to sprouts, carrot gallate to maple terrine, before long the BFG’s magical cave is overflowing with Taste the Difference and Sainsbury’s festive dishes. 

The spot ends with the pair wishing each other a Merry Christmas and inviting Sainsbury’s customers to seek advice from in-store experts: “Want to go big this Christmas? Ask Sainsbury’s. Good Food for all of us.”

The campaign has been directed by Sam Brown with voice-over from Stephen Fry. The film is also set to a soundtrack by renowned composer Alex Baranowski, recorded at Abbey Road with a 54-piece orchestra.

Sprinkling the real world with fantasy and magic Sainsbury’s uses its festive spot to showcase the importance of Sainsbury’s staff. The campaign makes use of a real store colleague, Sophie, a Food Services Assistant and keen drama student. She makes her debut acting alongside the BFG, one of Roald Dahl’s most beloved and enduring characters. The story has sold over 21 million copies worldwide and has been translated into 49 languages.

“The Big Friendly Giant meets the Big Friendly Grocer - two fabric of the nation brands, bringing the magic of Christmas home to families,” says Ian Heartfield, Founder, of New Commercial Arts. “Our heart-warming campaign is a celebration of all things Christmas, allowing young and old to escape into a wonderful world of mouth-watering food, and to enjoy the story of a special friendship.”

As well as working alongside Roald Dahl Story Company on the campaign, this Christmas Sainsbury’s is working with Comic Relief to ensure a magical Christmas can be had by all. The retailer will provide over five million meals to families experiencing food poverty this Christmas. 

The TV ad launches across ITV, Channel 4 and Sky today (Friday 1st November at 7pm.) The 104” film has 60” and 30” edits with a 20” party food and 10” teaser. The campaign runs across TV, VOD, cinema, social and influence.