Sainsbury’s has reunited with the BFG for its 2026 Christmas advert, marking the third year the Roald Dahl character has featured in the supermarket’s festive campaign.

This year’s story sees the giant fall ill ahead of Christmas, prompting Sainsbury’s colleague Annie and her sidekick Fred to embark on a high-speed delivery mission to Giant Country with a van full of festive food.

Showcased across TV and online channels, the pair face a series of challenges along the way, including a run-in with the Greedy Giant and an encounter with an oversized Squizzly Scotch-Hopper. They eventually reach the BFG’s cave with a selection of Sainsbury’s Taste the Difference products.

The two-minute advert, created by agency New Commercial Arts, with production by Rogue Films and visual effects from Electric Theatre Collective, ends with the trio sharing a festive meal, as Annie reminds the BFG that “nobody should miss Christmas”.

The campaign features products including a Taste the Difference Slow Cooked Turkey Crown with Bacon and Stuffing, and a Discovery Brussels Sprout and Cavolo Nero Gratin.

Sainsbury’s marketing director Radha Davies said the story was built around the idea that nobody should miss out on Christmas.

“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 said.

“Our Taste the Difference range plays a starring role throughout the advert because great food is often what brings people together. We hope this year’s campaign delivers plenty of festive fun while celebrating the moments, people and food that make Christmas truly unmissable.”

Sainsbury’s said the campaign supports its wider message of providing “Good food for all of us”. The retailer is also working to raise £30m for Comic Relief by 2030, with a special version of the advert set to highlight the partnership.

Click here to sign up to Retail Gazette‘s free daily email newsletter