{"id":41445,"date":"2020-11-29T15:30:14","date_gmt":"2020-11-29T15:30:14","guid":{"rendered":"http:\/\/thevoiceoflondon.co.uk\/?p=41445"},"modified":"2020-11-29T15:30:14","modified_gmt":"2020-11-29T15:30:14","slug":"uk-supetmarkets-unite-against-racism-after-sainsburys-advert-received-racist-backlash","status":"publish","type":"post","link":"https:\/\/blog.westminster.ac.uk\/thevoiceoflondon\/uk-supetmarkets-unite-against-racism-after-sainsburys-advert-received-racist-backlash\/","title":{"rendered":"UK supermarkets unite against racism after Sainsbury’s advert received racist backlash"},"content":{"rendered":"

Leading supermarket chains ‘Stand against racism’ in a Channel 4 ad break takeover to show solidarity after Sainsbury’s Christmas advert is the target of racial abuse.\u00a0<\/strong><\/p>\n

In an unprecedented show of unity, a group of leading UK supermarkets put their rivalries to the side to take a stand against racist backlash that followed Sainsbury\u2019s Christmas advert which featured a black family.<\/p>\n

Aldi, Asda, Lidl, Co-Op, Marks & Spencer, Waitrose, Sainsbury\u2019s, Tesco and Iceland ran their adverts back-to-back taking up two primetime slots on Channel 4 on Friday evening, with the hashtag #StandAgainstRacism.<\/p>\n

In the spirit of competition, rival supermarkets actively avoid airing their ads one after the other.<\/p>\n

Channel 4 introduced the ad break with a message, saying: \u201cChannel 4 stands up against racism. After the reaction to this year\u2019s Sainsbury\u2019s Christmas commercial, retailers have put their usual festive rivalries aside across two ad breaks tonight to stand side-by-side with us too.\u201d<\/p>\n

The full version of the Sainsbury\u2019s advert, which some social media users reacted to with racist abuse when it broadcast earlier in the month, also aired.<\/p>\n

It shows a phone call between a father and daughter who are looking forward to Christmas, interspersed with visuals of past Christmases whilst the dad boasts that he makes the beast gravy.<\/p>\n

Rachel Eyre, the head of brand communications and creative at Sainsbury\u2019s, said: \u201cWe strive to be an inclusive retailer and we\u2019re proud to unite with our industry colleagues to stand up against racism. We\u2019re passionate about reflecting modern Britain and celebrating the diversity of the communities we serve, from our advertising to the products we sell.\u201d<\/p>\n

https:\/\/twitter.com\/sainsburys\/status\/1332418055683575818<\/a><\/p>\n

Following the ad break, viewers responded with mostly positive comments. \u201cThis actually brought a tear to my eyes. Fantastic to see all the companies work together. A great initiative. Long may it continue.\u201d, said one user on Twitter.<\/p>\n

Another Twitter user said: \u201cSo sad that it had to be done but it was amazing of you all and a true stand against racism. I applaud you all and stand with you proudly.\u201d<\/p>\n

Tesco included their \u2018Food Love Stories\u2019 ad despite being criticised for its lack of inclusivity, after only featuring Caucasian actors.<\/p>\n