British supermarket chain Sainsbury's is going big for this year's holiday campaign, launching a whimsical new campaign starring a familiar gentle giant.
Developed by Sainsbury's in-house advertising agency, New Commercial Arts, the heartwarming spot was inspired by the beloved and timeless Roald Dahl classic: the BFG, or the Big Friendly Giant.
The campaign was initially announced on Sainsbury's Instagram page with a cryptic teaser where a man finds a giant footprint on the beach.
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In a press release, Sainsbury's Head of Campaigns Emma Bisley highlighted that the campaign aims to create an unforgettable holiday experience for its audience through the chain's commitment to offering high-quality products for every taste and occasion.
"Collaborating with the Roald Dahl Story Company this year was a remarkable opportunity to tap into the nostalgia and heartwarming spirit that the BFG embodies and we hope that this advert captures the nation's hearts and fills them with joy," she concluded.
According to Natalie Hopkins, director of Global Product and Partnerships at the Roald Dahl Story Company, the collaboration was the perfect opportunity to bring the BFG to the screen in a new way.
Real-life Sainsbury's colleague Sophie also plays a prominent role in the campaign, interacting and working with the animated character.
By partnering with the Roald Dahl Story Company, Sainsbury's immediately brings a heartwarming and nostalgic quality to the campaign that's perfect for the holiday season.
With effective brand storytelling, companies can create a longer-lasting emotional impact that ensures the campaign will be memorable for years to come.
Working Together
A beautifully animated spot, titled "Sainsbury's BIG Christmas," begins with a shot of the BFG cutting up an infamous food from the book: a massive, thorny, ugly-looking snozzcumber.
Chopping it in half, the BFG quietly fantasizes about something tastier, like Prawn Coat-tails, Beef Welly-boot, and Wigs in Blankets.
To make Christmas a bit more "phizz-whizzing," the BFG looks to Sainsbury's for a bit of assistance.
Making a timely entrance, Sophie from Sainsbury's quickly offers her help, climbing onto the BFG's outstretched hand.
The gentle giant then puts her in his big briefcase as he runs off to pick up a few things.
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First on the list is some salmon from Maisie, a fishmonger who lives by the sea. Picking up fresh sprouts on the way, the two also get some snozzcumber-smelling cheese from Grant.
After completing their shopping list, the two head back to the BFG's home where they arrange a fine spread of ingredients on a table before giving it a little sprinkle of magic dust, courtesy of a jar labeled "Phizzwizard."
The magic dust transforms the raw ingredients into a lovely feast, which the two give away to a family celebrating Christmas.
The spot ends on a heartwarming note, with the BFG and Sophie greeting each other a Happy Christmas.
Yes, Christmas is just around the corner, and brands are already getting into the holiday spirit. Earlier this month, the Royal Mail launched a Christmas campaign in collaboration with agency AMV BBDO.
