For the third consecutive year, Sainsbury's and Roald Dahl's beloved BFG are bringing a little giant magic to Christmas, with Born Licensing once again facilitating the partnership on behalf of the Roald Dahl Story Company.
Sainsbury's has reunited with the Roald Dahl Story Company for its 2026 Christmas campaign, bringing the much-loved BFG back to our screens for the third year running.
And this time, we're heading somewhere rather different: Giant Country!
Following the success of the previous two campaigns, Sainsbury's has once again teamed up with creative agency New Commercial Arts to tell a heartwarming festive story inspired by Roald Dahl's iconic world, with Born Licensing negotiating and managing the partnership on behalf of the Roald Dahl Story Company.
A gloriumptious Christmas adventure
This year's story finds the BFG feeling rather under the weather and worried that he might miss Christmas altogether. But returning Sainsbury's colleague Annie isn't about to let that happen. Determined to make sure her giant friend enjoys a proper festive feast, Annie sets off with her sidekick Fred on an extraordinary delivery mission through Giant Country, transporting a van full of delicious Sainsbury's Taste the Difference Christmas food. Of course, getting there isn't quite so straightforward.
Along the way, Annie and Fred must navigate the mysterious landscapes of Giant Country, dodge an enormous Squizzly Scotch-Hopper and outsmart the returning Greedy Giant, who's determined to get his hands on their festive feast. After a few close calls (and an avalanche of Brussels sprouts!), the pair finally reach the BFG's cave, where the adventure ends with a heartwarming Christmas meal shared between friends.
It's a story full of Roald Dahl's trademark imagination, humour and warmth, celebrating Sainsbury's message that nobody should miss out on Christmas.
Bringing Giant Country to life
One of the most exciting aspects of this year's campaign is the opportunity to explore even more of Roald Dahl's extraordinary world. Rather than relying on existing footage, the creative and production teams have once again brought the BFG and his surroundings to life specifically for the campaign. This year, that meant venturing beyond the familiar settings of previous adverts and into Giant Country itself, introducing new environments, creatures and adventures inspired by the original story.
Working on behalf of the Roald Dahl Story Company, Born Licensing collaborated closely with New Commercial Arts and the wider production team throughout the creative development process. Our role extended beyond negotiating the licensing agreement and managing contractual arrangements. We also acted as the central liaison between the licensor and the creative teams, coordinating feedback, managing approvals and helping ensure the characters and their world were represented authentically.
From the BFG's personality and distinctive Gobblefunk language to the fantastical creatures and landscapes of Giant Country, bringing such a beloved property into advertising requires careful attention to the details that make Roald Dahl's stories so recognisable. It's a great example of how licensors can become valuable creative collaborators, helping agencies develop ambitious ideas while remaining faithful to the original IP.
David Born, Founder and CEO of Born Licensing, comments, “Fictional characters are already one of the most effective tools in advertising, because audiences know and love them before a campaign even starts. When a brand features the same character year after year, it gets a compounding benefit, with each campaign building on the last. The BFG was already cherished by British families, and each Sainsbury’s campaign has taken the story further, this year right into Giant Country.”
Three years of giant Christmas magic
What makes this partnership particularly special is how it has evolved over three consecutive Christmas campaigns. Each year has introduced a new chapter in the relationship between Sainsbury's, Annie and the BFG, allowing the brand to build on an established story while finding fresh ways to surprise and entertain audiences.
For advertisers, it's a brilliant demonstration of the value of long-term entertainment IP partnerships.
Rather than using a famous character for a single campaign, Sainsbury's has made the BFG a recurring part of its festive storytelling, building familiarity and emotional connections with audiences while continuing to explore new creative possibilities. And with a character as imaginative and universally loved as the BFG, there's certainly no shortage of stories to tell.
Read more about our work with the BFG.
Born Licensing welcomes Emmet Wright to the team as Licensor Manager for North America, Australia and New Zealand-based campaigns.