Born Licensing Helps the BFG Serve Up Phizz-Whizzing Festive Sequel for Sainsbury’s I Born Licensing

THE ROALD DAHL CLASSIC RETURNS TO SCREENS ONCE AGAIN FOR A FESTIVE SEQUEL

The UK's favourite giant is back for another phizz-whizzing adventure! Following the phenomenal success of last year’s Sainsbury’s Christmas campaign with the BFG, the Roald Dahl classic returns to screens once again for a festive sequel filled with humour, heart, and a brand-new adversary: the mischievous Greedy Giant.

Created by New Commercial Arts for Sainsbury’s, produced by Rogue Films, with visual effects by Electric Theatre Collective, and licensing managed by Born Licensing in collaboration with the Roald Dahl Story Company, the 2025 Christmas campaign continues the story of the BFG and his new sidekick, Annie – a real Sainsbury’s colleague – as they team up to save Christmas dinner for families across the UK.

A GIANT RETURNS, AND A NEW RIVAL ARRIVES

The new spot opens with the BFG and Annie on their festive delivery rounds, when their plans are suddenly interrupted by an “unexpected guest” – a 48-foot-tall, permanently peckish Greedy Giant. He raids delivery vans and homes across the country, stealing everything from Taste the Difference pigs in blankets to turkey centrepieces and canapés, declaring them “tastier than human beans”. Together, Annie and the BFG must leap into action to restore Christmas dinner for everyone, racing through town to deliver replacement food before the giant devours it all. The story unfolds like a joyful festive caper: cinematic, heartwarming, and unmistakably Dahl-esque. The campaign concludes with a reminder of Sainsbury’s brand promise – that there’s always room for one more at the Christmas table, and that good food really is for all of us.

BORN LICENSING MANAGED THE ENTIRE LICENSING PROCESS FROM START TO FINISH

Behind the scenes, the campaign is another example of how thoughtful licensing can transform storytelling. As the Roald Dahl Story Company’s licensing partner for advertising, Born Licensing managed the entire process from early concept through to final delivery, ensuring that the characters remained true to their world, their voice, and their values.

That meant reviewing scripts, storyboards, designs, edits, and final materials in close collaboration with the creative and production teams. Every decision – from character movement to phrasing – was made to protect the integrity of Roald Dahl’s beloved creation while giving Sainsbury’s the creative freedom to tell a new story.

Working across multiple stakeholders, tight timelines, and ambitious production goals, our Licensing Executive Alberto Massaro and Director of Licensing Amber Cheung helped align creative vision with brand and character authenticity, ensuring the BFG’s presence felt seamless and magical.

David Born, Founder and CEO of Born Licensing, comments, “Following the success of last year’s campaign, it’s fantastic to see the BFG return to screens this Christmas alongside the Greedy Giant and a new Sainsbury’s colleague. This collaboration shows just how magical advertising can be when world-class creative meets timeless storytelling.”

CAMPAIGN RESULTS

Within 24 hours of launch, the campaign had already captured hearts across the UK, earning glowing reactions from consumers and the advertising press alike. Coverage appeared in The Drum, Campaign UK, Marketing Week, PR Week, The Mirror, and London Evening Standard, all praising the ad’s cinematic quality, humour, and emotional warmth.

Even more impressive were the results. Both the 90” and 60” versions achieved the maximum 5.9-star score on System1’s Test Your Ad platform – the same record-breaking performance as the 2024 campaign, cementing the BFG as a “fluent device” for Sainsbury’s festive storytelling. It’s a rare achievement, demonstrating not only creative excellence but also the long-term power of a well-chosen character partnership.

The return of the BFG proves once again that when great characters, creative craft, and careful licensing come together, the result can be more than just an advert – it can become part of a brand’s DNA.

With its cinematic storytelling, record-breaking effectiveness, and emotional resonance, Sainsbury’s and the BFG 2025 is a masterclass in how to use beloved IP to elevate a campaign’s impact. For Born Licensing, it’s a proud example of the power of collaboration between licensors, creatives and brands, and a reminder that when you treat a character with care, the results can be truly phizz-whizzing.