Sainsbury's is the first major supermarket to drop this year's Christmas advert starring an iconic children's character.
Shoppers have been quick to praise the new clip, describing it as "brilliant" and "amazing".
The advert features Roald Dahl's beloved children's character the BFG (Big Friendly Giant) and starts with him calling on Sainsbury's to make this Christmas more "phizz-whizzing".
The children's book character gathers Christmas staple foods from across the UK with the help of a Sainsbury's colleague named 'Sophie' - a nod to the character in the book.
The BFG features in the advert
SAINSBURY'S
The food is then transformed into Sainsbury's festive products, including a smoked salmon and maple terrine and golden forest dessert.
These are some of the Christmas items the supermarket chain is offering this year, and the BFG spreads them on the table in a British home.
The advert ends with Sophie and the BFG wishing each other a 'Happy Christmas' outside a large Sainsbury's branch.
The full one-minute clip is set to premiere tonight, but social media users have been given a sneak peek as the supermarket posted it on its channels.
While Christmas is still seven weeks away, the release of the advert is not too soon for many Britons who excitedly shared their comments.
Posting on Instagram, one wrote, "at long last, a proper Christmas advert" while another agreed, "this is amazing".
One more commented: "First proper Christmas ad out the stalls, and it's a true cracker. Brilliantly done."
Other Christmas fanatics called it "amazing", "brilliant" and said they "love this ad".
One more commented: "Absolutely brilliant advert! If this doesn’t get you in the mood nothing will. Best one yet!"
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The advert displays some of the festive food on offer this year
SAINSBURY'S
Many supermarkets have been getting in the Christmas spirit for weeks now, with yule-tide products lining store shelves.
This week, Marks & Spencer launched 21 new Food on the Move products that all have a Christmas twist.
The collection includes innovative offerings like the Japanese-inspired Christmas Sando and the Turkey Feast Pasta.
Shoppers can also enjoy snacks and drinks such as a Gingerbread Milkshake and the new Spiced Peanut Butter & Jam with Gingerbread Men, priced at £2.25.
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