Sainsbury’s, New Commercial Arts, Rogue Films and Electric Theatre Collective reunite to deliver the handcrafted Christmas sequel and share how they rose to the giant challenge.

Sainsbury’s has established itself as a craft heavyweight in the Christmas advertising landscape, becoming known for creating impressive worlds and memorable characters. This year was no different, with the supermarket chain reviving and expanding the BFG-centred universe it introduced last year. The brand team saw an opportunity to deepen the world, drawing further on Roahl Dahl’s imagination and reaffirming the belief that festive magic needs to feel handmade and real.

“Last year, we absolutely loved introducing the BFG into the Christmas ad and people had a real fondness for him as a character,” says Stephen Bowes, head of brand communications at Sainsbury’s. “We kept hearing how nicely the BFG and Sainsbury’s came together, so it felt like an idea worth returning to. And moving into a second chapter let us build richer and deeper integration across the brand, even down to our clothing ranges.”

What followed was a collaborative, craft-led production between New Commercial Arts, Rogue director Sam Brown, and Electric Theatre Collective, who worked together to create a nostalgic, stop-motion-inspired world reminiscent of Roald Dahl’s writing and perfectly encapsulating the Christmas spirit.