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The Independent UK
The Independent UK
Ellie Muir

Roald Dahl favourite takes centre stage in first Christmas 2024 advert

Roald Dahl Sainsbury BFG Sophie the Roald Dahl Story Company

An iconic Roald Dahl character takes centre stage in the first supermarket Christmas advert of the year, released by Sainsbury’s.

The BFG, the 24-foot-tall friendly giant known for being part of Dahl’s mystical world of children’s books since 1982, features in the advert as he befriends a real-life Sainsbury’s employee, and together, they embark on a festive mission.

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