Interview: How Sainsbury’s is going big on food in its BFG Christmas ad

Sainsbury’s was the first UK supermarket to launch its Christmas advert this year, with its warm and nostalgic story featuring Roald Dahl’s beloved character the BFG. Ahead of the ad’s debut today (1 November), Retail Gazette sat down with Sainsbury’s head of campaigns Emma Bisley to discuss this year’s theme, and why the supermarket is going big on food.
The advert follows the BFG and Sainsbury’s colleague ‘Sophie’, who is played by a real employe