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The Independent UK

Lifestyle

Lucy Leeson

Watch: First look at Sainsbury’s Christmas 2024 advert as Roald Dahl character takes centre stage

Sainsbury Roald Dahl

This is the first look at Sainsbury’s 2024 Christmas advert.

Inspired by Roald Dahl’s timeless story, the new Christmas advert features the beloved BFG alongside Sainsbury’s colleagues as they take viewers on a whimsical culinary adventure.

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