Born Licensing, Sainsbury’s and The Roald Dahl Story Company team up for latest BFG Christmas ad

Sainsbury’s has collaborated again with The Roald Dahl Story Company for another BFG-inspired festive advert.

Building on the success of last year’s spot, the latest ad follows Sainsbury’s colleague Annie and the BFG as they team up to save Christmas after a giant devours a family’s festive feast.

The Roald Dahl Story Company engaged Born Licensing to bring to life their global partnership strategy, working with Sainsbury’s creative agency, New Commercial Arts, to ensure this new narrative came to life with authenticity. References from the story include the BFG’s trumpet, dream jars and Gobblefunk terms.

“Following the success of last year’s campaign, it’s fantastic to see the BFG return to screens this Christmas alongside the Greedy Giant and a new Sainsbury’s colleague,” said David Born, CEO of Born Licensing.

“This collaboration shows just how magical advertising can be when world-class creative meets timeless storytelling. We’re proud to help bring these cherished characters to life in such an imaginative way.”

Alice O’Brien, Head of Global Commercial Partnerships at the Roald Dahl Story Company, added: “The return of the BFG to this year’s Sainsbury’s Christmas ad shows the enduring love audiences hold for Roald Dahl’s character. His natural curiosity for food and propensity for powerful friendships means he’s the perfect fit for Sainsbury’s message of good food for all of us.

“We’ve adored working with Sainsbury’s, NCA, Rogue Films and ETC to create a brand-new giant this year which will surprise and delight viewers who know all too well about the mischief those in Giant Country cause!”

Check out the ad below: