U.K. supermarket chain Asda references "Charlie and the Chocolate Factory" in its Christmas spot this year, with a little girl entering a world of magical food creation.

The ad sees the young girl and her grandfather enter the factory gates into the world of Asda's Christmas food, the "Imaginarium." Instead of Oompa Loompas, there are tiny Asda workers assembling canapes, reindeer powering an enormous food mixer and weightlifters testing the strength of Igloo cakes. There's also a space-agey woman with a giant laser injecting truffles with gin, and a friendly security guard who takes them up in a glass elevator before the spot ends with the tagline. "Best. Christmas. Ever."

Good fun and fantastical, with plenty of product on show, it's set to "Don't Stop" by Fleetwood Mac--a rather more modern choice than, say, "Pure Imagination" from the well-known Willy Wonka movies. The spot was directed by Los Perez at Blink for Saatchi & Saatchi London, with VFX by MPC.

The 60-second spot will be followed throughout the holiday season by four further 30-second executions in which we'll see more of what goes in the factory.