Watch heartwarming Sainsbury's Christmas 2025 ad that brings back iconic character
The supermarket has once again teamed up with Roald Dahl's The BFG in a whimsical, festive adventure.
Sainsbury's has tugged at heartstrings with its Christmas advert. The festive spot once again sees the supermarket team up with one of the most beloved characters in literature.
In its heartwarming 2024 festive ad, the supermarket giant had Roald Dahl's The BFG alongside Stephen Fry in a whimsical TV spot that paid homage to the imaginary world of the classic author.
Now the Big Friendly Giant is back for another round, and this time he has been paired up with real-life Sainsbury's employee Annie in a feel-good advert that puts the spotlight on the firm's 'Taste the Difference' range.
Titled 'The Unexpected Guest', the 90-second holiday ad sees the duo embark on a mission to ensure every family has access to good food this Christmas following the arrival of another character called 'The Greedy Giant.'
The ad opens as a rogue, 48ft-tall, permanently-hungry giant devours all of the food from a Sainsbury's delivery van, proclaiming that it was "tastier than human beans", leaving households with the prospect of potentially no festive feast.
However, Annie turns to the BFG who is delivering dreams, then the two join forces with Sainsbury's to deliver a Christmas food shop to every house before capturing the nefarious giant outside a Sainsbury's supermarket who is snoozing after "swallowing the shop."
Delivering a touching message at the end, Annie invites The BFG to Christmas lunch at their house, announcing "we'll make room" for the loveable character who gets to spend the rest of the day indulging in some of Sainsbury's Christmas food range.
While Sainsbury's 2025 Christmas advert is now available to watch online after making its debut yesterday, Sunday, November 2, a large 90-inch version is set to feature across cinemas very soon.
It will go live for movie buffs during screenings of the highly anticipated Wicked: For Good from November 21, starring Oscar nominees Cynthia Erivo and Ariana Grande as Elphaba and Glinda the Good Witch.
Meanwhile, shoppers have already been raving over the return of the classic Roald Dahl character this year, with many praising the Sainsbury's advert as "wonderful" and "cute."
The supermarket announced the return of the partnership in a reel on Instagram that was captioned: "Want to be ready for anything this Christmas? Ask Sainsbury’s."
In response, one delighted shopper said: "Love this...well done!"
Someone else agreed: "Love Love Love this !!! BFG!!! Just wonderful."
And another simply said: "This is cute."
Sainsbury's ad comes just as Aldi has also joined the Christmas 2025 advert race, with the budget supermarket dropping a teaser for its highly anticipated festive TV spot that has been inspired by the iconic rom-com 'Love Actually.'
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This year, the grocer will drop three episodic spots that starts with Kevin popping the question to Katie the Carrot, with the first episode set to go available across TV's at 8.15pm tonight, Monday, November 3.
Meanwhile, Sainsbury's 'Unexpected Guest' Christmas 2025 ad is now available and a 90-inch version will go live across cinema screenings for Wicked: For Good from November 21.