Who is in the Sainsbury's Christmas advert?

The [2025 Sainsbury's Christmas advert stars Annie Ferguson](https://www.helensburghadvertiser.co.uk/news/25663078.kilcreggan-actress-stars-sainsburys-christmas-advert/), a 26-year-old actress from Kilcreggan who works at a Sainsbury's branch in Glasgow. She appears alongside the BFG character from Roald Dahl's stories in the festive campaign that [first broadcast at the start of November 2025](https://www.helensburghadvertiser.co.uk/news/25663078.kilcreggan-actress-stars-sainsburys-christmas-advert/).

Annie Ferguson: the lead actress

[Annie Ferguson was selected from hundreds of applicants nationwide](https://www.helensburghadvertiser.co.uk/news/25663078.kilcreggan-actress-stars-sainsburys-christmas-advert/) to play the lead role. [Sainsbury's were determined to cast a real colleague for the role,someone who genuinely works in one of their stores](https://www.helensburghadvertiser.co.uk/news/25663078.kilcreggan-actress-stars-sainsburys-christmas-advert/). After completing three rounds of auditions, she spent a week filming the advert in London over the summer.

The [former Hermitage Academy pupil](https://www.helensburghadvertiser.co.uk/news/25663078.kilcreggan-actress-stars-sainsburys-christmas-advert/) is well recognised locally, having starred in Helensburgh playwright Molly Keating's show 'Lost and Found' at the Edinburgh Fringe for two years in a row. She described the filming experience: "[I found filming the advert incredibly exciting, because of the scale of the ad it felt almost like doing a film. It had its challenges as at times I was just acting against a cardboard cut-out of a head on a giant stick](https://www.helensburghadvertiser.co.uk/news/25663078.kilcreggan-actress-stars-sainsburys-christmas-advert/)."

[A highlight of the shoot was being harnessed into the bucket of a digger and raised into the air](https://www.helensburghadvertiser.co.uk/news/25663078.kilcreggan-actress-stars-sainsburys-christmas-advert/), she added.

What happens in the advert

[The ad opens with the BFG and Annie dutifully delivering a family's Christmas food shop, when a lip-smacking, unexpected character arrives on the scene with a big appetite](https://www.helensburghadvertiser.co.uk/news/25663078.kilcreggan-actress-stars-sainsburys-christmas-advert/). [The 48-foot permanently hungry giant steps into the frame, walking away from the Sainsbury's delivery van having just devoured all the Christmas food inside, proclaiming that the products were "tastier than human beans"](https://creative.salon/articles/work/sainsbury-s-new-commercial-arts-bfg).

[Annie turns to the BFG, who is delivering dreams nearby and exclaims "BFG, we've got an unexpected guest", with the BFG responding "Sainsbury's, can you helps us?"](https://creative.salon/articles/work/sainsbury-s-new-commercial-arts-bfg)

[As the mischievous giant stomps his way through the town, crashing through the roof of a family's home to snatch up their delicious spread of festive canapés, the BFG and Annie launch into action to deliver a speedy replacement of the all-important breadsticks](https://creative.salon/articles/work/sainsbury-s-new-commercial-arts-bfg). The giant continues [sneakily gobbling a Taste the Difference Dry Cure Gammon, before tucking into a Christmas dinner including Brussels sprouts, Taste the Difference Pigs in Blankets and a succulent turkey centrepiece through an open window](https://creative.salon/articles/work/sainsbury-s-new-commercial-arts-bfg).

[Annie and the BFG discover the giant sleeping soundly outside a Sainsbury's store following his escapades. "Swipe my swoggles, he's swolloped the shop," the BFG exclaims, before the giant is whisked away with the help of Sainsbury's colleagues](https://creative.salon/articles/work/sainsbury-s-new-commercial-arts-bfg).

[The ad closes on a heartwarming note as Annie invites the BFG to Christmas lunch, reminding him, in the true spirit of Sainsbury's, that it's always possible to make room for someone at the Christmas dinner table](https://creative.salon/articles/work/sainsbury-s-new-commercial-arts-bfg). It concludes with the message "Want to be ready for anything this Christmas? Ask Sainsbury's" followed by the brand's promise "Sainsbury's, good food for all of us".

The BFG partnership continues

[The 2025 campaign is a follow-on from the partnership which began last year](https://creative.salon/articles/work/sainsbury-s-new-commercial-arts-bfg), created by New Commercial Arts. [Radha Davies, Sainsbury's marketing director, said: "We were delighted to revisit our collaboration with the Roald Dahl Story Company this year. The BFG, who is loved by all, was the perfect partner to help our brilliant colleague Annie save the day for our customers"](https://www.helensburghadvertiser.co.uk/news/25663078.kilcreggan-actress-stars-sainsburys-christmas-advert/).

Davies added that [Sainsbury's wants to help customers have an unforgettable and magical Christmas, with the supermarket here to help the nation get ready for anything during the festive season](https://creative.salon/articles/work/sainsbury-s-new-commercial-arts-bfg).