Sainsbury’s is reuniting with Roald Dahl’s BFG for its 2026 Christmas advertising campaign, marking the third consecutive year the character appears. Multiple outlets describe the new spot as part of the annual retail “Christmas advert” race, with Sainsbury’s positioning the BFG again within its festive messaging.
Other coverage places the announcement in the wider context of Christmas advertising across major UK retailers. Several outlets frame it as an early sign of the competition for attention, contrasting Sainsbury’s return with Tesco’s use of celebrity talent in its own campaign, while noting that other brands have not yet released their signature festive ads. Across the reports, the shared focus is on Sainsbury’s decision to bring back the BFG for a third year and the general momentum building around Christmas advert releases.
