Sainsbury's Revives the BFG for Christmas 2025
Sainsbury's marketing director, Radha Davies, explains that bringing back the BFG for a second year was a "no-brainer" as the grocer aims to solidify its value credentials.
It pushed all of those buttons in terms of the nostalgia and the emotion. Customers really related to the character and it brought lots of happy memories. That's part of the magic you need for a great Christmas ad.
The BFG campaign is part of Sainsbury's long-standing creative platform 'Good Food for All of Us', focusing on helping others during the festive season to mirror the supermarket's brand tone of voice.
Author's summary: Sainsbury's brings back the BFG.