Sainsbury's has unveiled its 2026 Christmas advert, bringing back Roald Dahl's Big Friendly Giant for a third consecutive year. This time, the festive film centres on real-life employee Annie Ferguson, who ventures into Giant Country to ensure the BFG does not miss out on Christmas.
The BFG's Festive Dilemma
In the new advert, the BFG is too ill to do his Christmas shopping. Annie and her colleagues decide that no one should miss out on the big day, so she loads up crates of brussel sprouts, pigs in blankets and cheese, and drives into Giant Country to deliver a full Christmas dinner.
Along the way, Annie faces several obstacles, including being almost eaten by a not-so-friendly giant, navigating a snozzcumber grove, and nearly falling off a cliff. She eventually reaches the BFG's door with most of the dinner intact, including a bacon-wrapped turkey crown. The BFG is surprised but delighted, and the pair share the meal with one word on their minds: "Wondercrump!"
Annie Ferguson Returns
This marks the second time Sainsbury's has featured Annie Ferguson, who was selected for last year's advert. Annie, from Kilcreggan, was brought back when production began in April, as the marketing team knew they wanted her again.
Emma Bisley, Sainsbury's Head of Campaigns, said: "She's like a mini celebrity in her part of Scotland. She gets people coming in to her shop to talk to her. She was so great, we love her!"
Emma and Radha Davies, Sainsbury's marketing director, explained that the BFG was brought back because he encapsulated the spirit of Christmas in Britain. Radha added that the overall message of the ad is that no one should miss out on a wonderful Christmas, and highlighted how employees go "above and beyond" for customers.
Behind the Scenes and Charity Partnership
The production team faced their own challenges, starting work in April and transporting crate after crate of brussel sprouts up to Glasgow during a summer heat wave. To reinforce the ad's message, Sainsbury's has partnered with Comic Relief to provide 12 million meals to families in the UK who need them most. As Annie tells the BFG: "No one should have to miss out on Christmas."
