A new out-of-home activation featuring the BFG has been unveiled which further builds on the Sainsbury’s Christmas campaign starring the character.
The BFG can be seen peaking over a sign which says ‘Have a gloriumptious Christmas’ outside the Westfield shopping centre in White City.
The Sainsbury’s Christmas campaign – which launched on 1 November and has been celebrated by the advertising industry and consumers alike – features Roald Dahl’s universally beloved character.
The ad follows the 24-foot friendly giant as he embarks on a new adventure with Sainsbury’s employee, Sophie.
In a TV first, real-life Sainsbury’s colleague ‘Sophie’ embarks on a journey with the BFG, showcasing the flavours of Sainsbury’s festive Taste the Difference range.
The deal was negotiated and managed by Born Licensing, licensing agent for Roald Dahl Story Company. RDSC engaged Born Licensing to bring to life the global partnership and licensing strategy, facilitating ATL campaigns which truly harness the unique storytelling qualities of the IP in an authentic way.
The extensive partnership sees the BFG appearing across TV, print, outdoor, social media, direct mail and PR.
“Christmas is the most competitive period for British advertisers and licensing a generationally adored character like the BFG is a sure fire way to capture attention,” commented David Born, founder and ceo at Born Licensing. “This is a brilliant example of how powerful advertising can be when combining cherished IP with brilliant creative.”
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