The BFG brings back Christmas advert 2025
Every year, Britain’s biggest retailers go head-to-head in a festive advertising showdown — and while celebrity cameos often steal the spotlight, the real stars are usually the mouth-watering Christmas feasts. But this year, the 2025 Christmas ad season looks set to change dramatically, as supermarkets face tighter restrictions under the Labour government’s upcoming ban on junk food advertising.
The new rules, designed to combat childhood obesity, will ban television adverts featuring foods high in fat, sugar, or salt (HFSS) before the 9 p.m. watershed. Originally due to take effect in October, the legislation was delayed until January 2026. Still, several supermarkets have already begun adapting their campaigns to comply with the regulations under a voluntary agreement — one that consumer experts warn could put the traditional, food-filled Christmas adverts “under threat.”
Lidl GB’s chief executive, Ryan McDonnell, told The Grocer:
“There’s no doubt we’ve had to engineer our ads differently and be a lot more conservative, because there are so many products and categories that fall under HFSS regulation.”
He added that there is still “a lot of uncertainty around what the rules of play are” and that “it remains to be seen” how they’ll affect both traditional media and social platforms.
Sainsbury’s Magical 2025 Christmas Campaign
Against this shifting backdrop, Sainsbury’s has entered the fray with a cinematic new advert bringing back Roald Dahl’s Big Friendly Giant (BFG). The 90-second film stars Annie, a real-life Sainsbury’s employee, who teams up with the beloved giant to save Christmas for families across the UK.
In the story, the pair face off against the mischievous Greedy Giant, whose appetite for festive food causes havoc across the country. Despite the new ad restrictions, Sainsbury’s manages to showcase its signature Taste the Difference range — including a golden turkey, glazed gammon, pigs in blankets, and Brussels sprouts — in a way that feels both wholesome and compliant.
Sainsbury’s Message to Shoppers
Radha Davies, Sainsbury’s Director of Marketing, said the campaign reflects the retailer’s mission to make Christmas magical while staying mindful of the new landscape:
“We want to help our customers enjoy an unforgettable and magical Christmas. Sainsbury’s is here to help the nation get ready for anything — from spectacular centrepieces to show-stopping desserts. Our innovative Taste the Difference range makes hosting easy.”
Sainsbury’s Brings Back the BFG to Save Christmas Amid New Ad Restrictions
Every year, Britain’s biggest retailers go head-to-head in a festive advertising showdown — and while celebrity cameos often steal the spotlight, the real stars are usually the mouth-watering Christmas feasts. But this year, the 2025 Christmas ad season looks set to change dramatically, as supermarkets face tighter restrictions under the Labour government’s upcoming ban on junk food advertising.
