Sainsbury's has released its Christmas advert for 2026, bringing back the beloved BFG character from Roald Dahl's book for a third year running. The supermarket chain's festive campaign has sparked a mixed reaction, with some viewers complaining about how early it has arrived.
BFG Returns for Another Adventure
The advert opens with the BFG feeling under the weather and admitting he will "miss Christmas this year." This prompts the Sainsbury's team into action, with Annie leading a high-speed delivery to make sure her giant friend can still enjoy the festivities, accompanied by her sidekick Fred.
Their journey into Giant Country is not straightforward, as they need to dodge oversized Squizzly Scotch-Hoppers and outwit a tummy-rumbling Greedy Giant along the way. Eventually, the pair reach the BFG's decorated cave with bundles of tasty treats for him to enjoy.
Viewers Divided Over Early Release
Looking down at his friend, the BFG comments: "Annie? You came all this way just for me?" Annie gently reminds him, "Nobody should miss Christmas."
The advert concludes with a heartwarming scene as the trio gather for a festive feast in the BFG's home, ending with the promise: "For everything that makes Christmas unmissable. Sainsbury's, good food for all of us."
However, viewers were quick to comment, with many issuing the same complaint. One person said: "Way too early for this." Another wrote: "Whoa, day after Halloween," while someone else commented: "It's literally November 1st."
Praise for the Festive Campaign
Despite the backlash, many people are thrilled to see the festive advert so early. One person said: "I LOVE IT!!!!" while another added: "Absolutely love it, I'll be watching this on repeat." Another commented: "Wow, this is better than last year's advert, brilliant!" and one added: "Brilliant, well done Sainsbury's."
Radha Davies, Sainsbury's Marketing Director, said: "The BFG has become a much-loved part of Christmas for our customers, so we wanted to bring him back for another adventure this year."
She added: "At the heart of the story is a simple idea: nobody should miss out on Christmas. Whether that's Annie making sure her friend gets the festive feast he deserves, or the moments families create around the table, it's those acts of care and generosity that make Christmas special."
Davies also noted that the Taste the Difference range plays a starring role throughout the advert, saying: "We hope this year's campaign delivers plenty of festive fun while celebrating the moments, people and food that make Christmas truly unmissable."
