Major supermarkets including Tesco, M&S, Iceland and Asda will ‘stand against racism’ in a Channel 4 ad break takeover.
Earlier this month, Sainsbury’s released the first of three Christmas adverts which featured a Black family, and was targeted by racist abuse on social media.
Fighting back and showing solidarity with Sainsbury’s, Waitrose, Tesco, Iceland, Asda, Aldi, M&S, Lidl and Co-op have joined forces for an anti-racism initiative.
Channel 4 has agreed a deal to air ads by the supermarkets one after the other during the same ad breaks on Friday night.
Normally, supermarket brand would avoid running ads so close together, but during the two advert breaks at 8.15pm, during Bake Off: Extra Slice, and at 10.15pm, during The Last Leg, the ads will bear the hashtag #StandAgainstRacism.
The breaks will be prefaced by a Channel 4 announcement saying: ‘Channel 4 stands up against racism. After the reaction to this year’s Sainsbury’s Christmas commercial, retailers have put their usual festive rivalries aside across two ad breaks tonight to stand side by side with us too.’
Rachel Eyre, head of brand communications and creative at Sainsbury’s, said: ‘We strive to be an inclusive retailer and we’re proud to unite with our industry colleagues to stand up against racism.
‘We’re passionate about reflecting modern Britain and celebrating the diversity of the communities we serve, from our advertising to the products we sell.
‘Sainsbury’s is for everyone and we are committed to playing our part in helping to build an equal society.’
An M&S spokesperson said: ‘We’re with you Sainsbury’s. Christmas is about bringing everyone together and we absolutely stand together against racism with our fellow retailers.’
Verica Djurdjevic, chief revenue officer at Channel 4, said: ‘As an anti-racist organisation, we are incredibly proud to stand together with Sainsbury’s and our retail partners against racism, using our national platform to call out the unacceptable reaction to Sainsbury’s Christmas advert.’
The supermarket brands will support the initiative on social media on Friday night.
Sainsbury’s’ ad, Gravy Song, features a father and daughter reminiscing on the phone about the best parts of Christmas dinner, with the dad bigging up his famous gravy recipe.
The nostalgic ad is interspersed with pictures from a Black family’s Christmases over the years.
The ad prompted vile messages on social media, accusing the supermarket of virtue signalling and ‘not representing Britain’, with some people even saying they would boycott the supermarket.
However, Sainsbury’s defended their ad, and were praised by the majority for their sweet ad and their anti-racism stance.
Credit: Original article published here.