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Sainsbury’s has released its Christmas 2025 advert, featuring an iconic children’s character.
The retailer has re-engaged its customers Roald Dahl‘s BFG, who previously appeared in a 2024 advertisement where he joined a Sainsbury’s worker to travel across the UK to obtain ingredients for the special day.
This time, the lovable giant has teamed up with real-life Sainsbury’s staff member Annie to save Christmas from the Greedy Demon, who has been stealing people’s Christmas dinners and breaking their decorations.
“We are delighted to see our collaboration with the Roald Dahl Story Company renewed this year,” said Radha Davies, marketing director at Sainsbury’s. “The BFG, which everyone loves, was the ideal partner to help our brilliant colleague Annie save the day for our customers.”