The Big Friendly Giant has returned for Sainsbury’s, following a successful outing in Christmas 2024 - only this time he’s got one of his “human bean”-guzzling older brothers to contend with. This year’s hero spot sees the Roald Dahl creation team up with new Sainsbury’s colleague Annie to save Christmas dinner as a new unexpected guest, ‘The Greedy Giant’, raids homes around the country for tasty items from Sainsbury’s Taste the Difference range.