Sainsbury’s has released its 2025 Christmas television advert, drawing on Roald Dahl’s imaginative characters to promote its festive offering and Taste the Difference range.
The campaign centres on a much-loved Dahl figure, using a warm, narrative-led approach to position Sainsbury’s seasonal range as both premium and accessible. It emphasises family, wonder and the retailer’s own-brand proposition—a familiar creative direction in the run-up to the competitive Christmas period.
Retail commentators observe that supermarket Christmas advertising has become a battleground of storytelling, where emotional resonance and shareability translate into footfall and incremental basket spend. For Sainsbury’s, the Dahl-themed spot aims to connect nostalgia with product discovery, encouraging customers to trade up to Taste the Difference lines across chilled and celebratory categories.
The timing of the launch is tactical: retailers now bring their big seasonal campaigns forward to secure mind-share, drive loyalty-scheme registrations and support pre-Christmas trading momentum. Sainsbury’s will hope the advert not only lifts seasonal sales but also reinforces its value and quality credentials to strengthen its competitive positioning.