If it ain’t broke, don’t fix it it is a thrifty motto to have. After the tear-jerking success of getting Roald Dahl’s Big Friendly Giant involved last year, Sainsbury’s has returned to its 2024 format ...

Sainsbury’s has released its Christmas 2025 advert, which features an iconic children’s character. The retailer has reunited its customers with Roald Dahl’s BFG, who previously featured in the 2024 ...

The new Christmas ad features real-life Sainsbury’s colleague Sophie embarking on a journey with Roald Dahl’s BFG and showcasing the flavours of the supermarket’s festive Taste the Difference range.

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Sainsbury’s ‘The Unexpected Guest’ is the most recognised Christmas ad this week, according to exclusive Ipsos Race to Christmas data. Half (50%) of respondents to the survey, which was conducted on ...