Roald Dahl’s the BFG to Star in Sainsbury’s Christmas Advert

U.K. supermarket, Sainsbury’s, has debuted its new Christmas advertisement, featuring Roald Dahl’s character in “The BFG.”

The ad, which premiered on ITV1 Nov. 1 during “Coronation Street,” follows the 24-foot friendly giant as he embarks on a new adventure with Sainsbury’s employee, Sophie. In a TV first, real-life Sainsbury’s colleague, Sophie, embarks on a journey with the Big Friendly Giant (the BFG), showcasing the flavors of Sainsbury's festive Taste the Difference range.

The deal was negotiated and managed by Born Licensing, licensing agent for Roald Dahl Story Company. RDSC engaged Born Licensing to bring to life its global partnership and licensing strategy, facilitating ATL campaigns, which harness the storytelling qualities of their IP.

Born Licensing, in collaboration with the Roald Dahl Story Company, worked with Sainsbury’s creative agency, NCA, to ensure this new iteration of the BFG came to life with authenticity. The partnership will see the BFG appear across TV, print, outdoor, social media, direct mail and PR.

“Christmas is the most competitive period for British advertisers, and licensing a generationally adored character like the BFG is a surefire way to capture attention,” says David Born, founder, chief executive officer, Born Licensing. “This is a brilliant example of how powerful advertising can be when combining cherished IP with brilliant creative.”

“At the Roald Dahl Story Company storytelling is at the heart of what we do, and we’re always on the lookout for opportunities to bring our beloved characters and stories to life in new ways, through bespoke and authentic partnerships and marketing campaigns,” says Alice O’Brien, head, global commercial partnerships, Roald Dahl Story Company. “The BFG is the perfect fit for Sainsbury’s in creating a big Christmas.

“The power of Roald Dahl’s unique stories and characters is evidenced in Sainsbury’s desire to collaborate on the biggest marketing moment of the year. The partnership provided the opportunity to tell their story in a new and innovative way, harnessing the nostalgic love that the BFG brings to generations of audiences.”

The campaign comes as Roald Dahl’s iconic stories are being brought to life through recent stage adaptations of “The Witches” and “The Enormous Crocodile,” Paul King’s “Wonka” aired in theaters earlier this year and Wes Anderson’s cinematic adaptation of Roald Dahl’s adult short story, “The Wonderful Story of Henry Sugar,” received numerous plaudits including an Academy Award.