Born Licensing and Roald Dahl Story Company unite Sainsbury’s and The BFG for Christmas ad

Sainsbury’s has detailed their new Christmas ad – featuring Roald Dahl’s BFG.

Set to debut on ITV1 at 8:15pm on Friday 1st November, the ad follows The BFG as he embarks on an adventure with Sainsbury’s employee Sophie, showcasing the flavours of Sainsbury’s festive Taste the Difference range. The ad also includes references from the story, including snozzcumbers, Frobscottle and dream jars.

The extensive partnership will see the BFG appear across TV, print, outdoor, social media, direct mail, and PR.

The deal was negotiated and managed by Born Licensing, licensing agent for Roald Dahl Story Company. Born Licensing and Roald Dahl Story Company worked with Sainsbury’s creative agency, NCA, to ensure this new iteration of the BFG came to life with authenticity.

NCA and Ogilvy were behind the creative with Rogue Films producing the TVC. The longform” film with cutdowns was directed by award winning director Sam Brown. Post-production and VFX were done by Electric Theatre Company.

“Christmas is the most competitive period for British advertisers and licensing a generationally adored character like the BFG is a sure-fire way to capture attention,” said David Born, Founder and CEO of Born Licensing.

“This is a brilliant example of how powerful advertising can be when combining cherished IP with brilliant creative.”

Alice O’Brien, Head of Global Commercial Partnerships at the Roald Dahl Story Company, added: “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. 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.”

Check out the ad below: