Sainsbury's defends Christmas advert as customers threaten to boycott store
Sainsbury’s has stepped in to defend its Christmas advert after it was heavily criticised online for featuring a black family – with some shoppers even threatening to boycott the supermarket.
On Saturday, the supermarket giant released the first part of its three-part festive ad – with all three centred around meals that stir up memories of home and family.
The first, called Gravy Song, features a father and daughter on the phone as they discuss the dad’s famous gravy, which he makes every year for Christmas.
As the father and daughter chat, a montage of Christmas memories is shown on screen, showing them cuddling on the sofa, family members opening presents and the dad joining in with his daughters as they dance in their kitchen.
It also depicts the dad making his signature gravy, prompting him to start singing his gravy song in the most cringe-worthy yet lovable dad-like manner possible.
Since it was first aired, the advert has received controversial feedback online, with some slamming the commercial for ‘not representing them’.
Others went as far as to say they were boycotting Sainsbury’s because of their ad.
One shopper tweeted: ‘Isn’t the UK supposed to be all about Diversity and Inclusion? Don’t see any of that here. Virtual signalling if ever I’ve seen it!’
While another commented: ‘NEVER shopping in Sainsbury’s again.’
‘Another reason to boycott Sainbury’s,’ one added.
Another tweeted: ‘Disgraceful disgusting shocking.’
Defending their festive ad, a spokesperson for Sainsbury’s explained that their supermarket is for ‘everyone’ and they wanted their advertising to reflect that.
‘We want to be the most inclusive retailer where colleagues love to work and customers love to shop,’ a spokesperson told us.
‘We are proud that our advertising represents the diverse communities we serve and our Christmas campaign features three stories of three different families. Sainsbury’s is for everyone and it’s important to us that our advertising reflects this.’
Despite the criticism from some shoppers, others both praised and defended Sainsbury’s for their festive ad.
‘Loving the #SainsburysXmas ads. They make you remember your own memories,’ one tweeted.
While another said: ‘Best Christmas ad of 2020 in my opinion.’
One added: ‘We applaud Sainsbury’s for getting it so right.’
In response, Sainsbury’s hit back out at the actor as they replied: ‘At Sainsbury’s we strive to be an inclusive retailer where people love to work and shop. Earlier in the year, we created online support groups for black colleagues across the business.
‘These “safe spaces” helped our black colleagues come together, share their experiences and support one another.
‘We represent and serve our diverse society and are proud to be celebrating Black History Month with our colleagues and customers.’
Metro.co.uk has reached out to Sainsbury’s for comment.
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