Description
Sainsbury’s has launched “The Big Delivery,” its blockbuster 2026 Christmas campaign, bringing back Roald Dahl’s beloved BFG for his third consecutive festive appearance with the supermarket. Created by New Commercial Arts, the two-minute fantasy film centres on the giant’s Christmas plans being threatened when he catches a bad cold while decorating his home, leaving him worried he will miss the celebrations.
Determined to save Christmas, Sainsbury’s store colleague Annie, returning from the previous campaigns, teams up with delivery driver Fred to bring the BFG a festive feast. The pair load a delivery van and set off on a treacherous journey across Giant Country, encountering hazards including the Greedy Giant and a “Squizzly Scotch-Hopper” along the way.
Their mission ends with a successful delivery of an enormous Christmas dinner to the BFG’s cave, ensuring he can enjoy the holiday after all. The campaign combines fantasy, familiar characters and the everyday service of supermarket delivery to celebrate the lengths people go to make Christmas special.
Launched on November 2, “The Big Delivery” continues Sainsbury’s partnership with the BFG, using the character’s third festive outing to reinforce the brand’s role in helping customers bring everything together for Christmas.
This professional campaign titled 'The Big Delivery' was published in Multinational Worldwide in November, 2026. It was created for the brand: Sainsbury's, by ad agency: New Commercial Arts. This Film medium campaign is related to the Retail Services industry and contains 1 media asset. It was submitted 2 minutes ago.
