Sainsbury’s launches its 2024 Christmas advert, the first among UK supermarkets, featuring the beloved character BFG.
- The campaign highlights the journey of real employees sourcing fresh produce, culminating in a festive feast of ‘Taste the Difference’ dishes.
- Emma Bisley, head of campaigns, emphasizes the importance of warmth and familiarity amidst current economic difficulties.
- Social media and digital platforms play a key role, reflecting changing consumer habits and expanding the campaign’s reach.
- Humor and nostalgia blend in the advert, aiming to connect emotionally with viewers while showcasing the Sainsbury’s 2024 Christmas food range.
Sainsbury’s takes a bold step this holiday season by being the first UK supermarket to release its 2024 Christmas advertisement. The commercial, which features the beloved character BFG from Roald Dahl’s stories, premieres on major UK channels while simultaneously embracing digital platforms. Emma Bisley, head of campaigns at Sainsbury’s, discusses the strategic direction aimed at resonating with consumers during economically challenging times.
The advertisement showcases a narrative where the BFG and a real Sainsbury’s employee, Sophie, embark on a quest across the country to source high-quality food. This journey highlights the dedication to procuring fresh produce, such as salmon, Brussels sprouts, and Stilton cheese. The culmination is a lavish spread of ‘Taste the Difference’ dishes, epitomizing the essence of a grand Christmas meal.
Bisley articulates that despite financial strains, there’s a desire among customers to indulge during the festive season. The campaign leverages a mix of nostalgia and authenticity, using a real employee to add a touch of genuine relatability. Bisley mentions, ‘People want to feel familiar, warm, and connected, and this year provided the perfect opportunity to strike that balance with our campaign.’
The inventive introduction of the BFG in the advertisement is more than mere nostalgia; it’s a deliberate attempt to inject humor and warmth into the brand’s identity. The BFG’s presence, both in the advert and across other media, is designed to spread cheer and connect with families, enhancing the festive spirit associated with the brand.
Echoing the sentiment of innovation, Sainsbury’s places significant emphasis on its social media strategy. Recognizing shifts in consumer engagement, the retailer has opted to debut the advertisement online first, at 8am, prior to its television airing. This tactic ensures it captures the attention of audiences who predominantly engage with content digitally.
The campaign is not just about the tangible products; it represents the collective effort and dedication of Sainsbury’s staff to deliver quality. Bisley proudly acknowledges the integral role of employees, asserting that they are fundamental to the brand’s distinctiveness. Through its playful and heartfelt approach, Sainsbury’s aims to firmly embed its position in consumers’ minds this Christmas season.
Sainsbury’s blends nostalgia with innovation to create a festive campaign that resonates with both tradition and contemporary consumer habits.
