Sainsbury’s has launched its 2024 Christmas ad featuring the beloved BFG character.
- The ad highlights food as a central theme, showcasing Sainsbury’s commitment to quality.
- Roald Dahl’s BFG character is used to add nostalgia and warmth to the campaign.
- The ad outlines Sainsbury’s strategy of expanding its food range to more stores.
- The campaign aims to connect with customers during tough economic times by emphasizing value and quality.
Sainsbury’s has unveiled its 2024 Christmas advertisement, becoming the first UK supermarket to do so this year. The commercial introduces a heartwarming story featuring the BFG, a character beloved from Roald Dahl’s tales. Ahead of the ad’s debut, Sainsbury’s head of campaigns, Emma Bisley, shared insights on the ad’s theme, which centers around a strong emphasis on food.
The narrative of the advertisement follows the adventures of the BFG and a Sainsbury’s employee named Sophie, who, played by a real staff member, journey across the country to showcase the exceptional quality of Sainsbury’s fresh produce. This journey features stops to collect items such as salmon, Brussels sprouts, and Stilton cheese. The ad concludes with an elaborate Christmas dining table, promoting the retailer with the phrase, ‘Want to go big this Christmas? Ask Sainsbury’s.’
Bisley notes that the advertisement places food ‘at the heart’ of its message, illustrating the supermarket’s wide array of offerings and the thoughtfulness put into their creation. She emphasizes that the campaign is designed to show consumers how to access excellent quality food and simultaneously take advantage of impressive deals. Aligning with their business strategy, Sainsbury’s aims to predominantly focus on being the foremost choice for food, which involves expanding its food product range to an additional 180 stores while reducing general merchandise space.
During the Christmas season, the tradition of ‘trading up’ for better quality is prevalent among shoppers, and Sainsbury’s ‘Taste the Difference’ range is the focal point of the advertisement. Highlighted products include the roasted Carrot Galette, Smoked Salmon and Maple Terrine, and the Golden Forest dessert. Bisley articulates the intention to convey the dedication and care that Sainsbury’s employees invest in curating food that meets high standards.
Although food is the star, the BFG character also maintains significant presence, bringing nostalgia during the festive period. Incorporating the cherished character adds to the nostalgic and cozy feel, helping families connect during the season. The juxtaposition of a fictional giant and a real Sainsbury’s employee serves to enhance the campaign’s authenticity.
In addition to TV broadcasts, the ad extends to social media platforms, bringing humor to its audience. A clip posted on social media shows the BFG leaving a giant footprint on a beach, adding a playful touch. Bisley mentions that the goal is to evoke warmth without inducing tears, which is crucial as many consumers are feeling the impact of the economic climate. Despite the challenges, Sainsbury’s believes customers still seek quality for festive celebrations.
Sainsbury’s Christmas campaign adeptly combines nostalgia, quality, and value to engage consumers during a challenging economic period.
