Sainsbury’s has received abuse online for its Christmas ad, “Gravy song”, which depicted a phone call between a father and his daughter during the festive season.
The ad, which is one of three spots created by Wieden & Kennedy London for Sainsbury’s Christmas campaign, was released to celebrate food, family and memory during the holidays.
However, the ad was subject to racist comments from some social media users who were offended by the brand's use of a black family.
Responding to the backlash, a spokesperson for Sainsbury’s said: “At Sainsbury's, we want to be the most inclusive retailer.
“That's why, throughout all our advertising we aim to represent a modern Britain, which has a diverse range of communities.”
At Sainsbury's, we want to be the most inclusive retailer. That's why, throughout all our advertising we aim to represent a modern Britain, which has a diverse range of communities. We have three stories of three different families in our advertising. Chris
— Sainsbury's (@sainsburys) November 14, 2020
They continued: “We have three stories of three different families in our advertising.”
Diversity member and radio presenter Ashley Banjo chimed in on the backlash, making reference to his own experience of racism after Diversity performed a Black Lives Matter-themed performance on Britain’s Got Talent, which led to more than 24,000 people complaining to Ofcom.
Taking to Twitter, Banjo wrote: “Welcome to the ‘trigger the racists’ club.”
Dear @sainsburys your application has been accepted...
— Ashley Banjo (@AshleyBanjo) November 17, 2020
Welcome to the ‘trigger the racists’ club ?? #sainsburysXmas
Others online were quick to note that not all Christmas ads feature white families, with reference to Argos’ bright blue alien family and Aldi’s celebrated festive ads, which features a family of carrots.
“I WiLL nEver ShOp In SaINsburyS AgAin, ThIs IS NoT a RePresEnTatIoN of ME” #sainsburysXmas pic.twitter.com/MAdllzdMxC
— Aylee Theron (@ayleetheron_) November 17, 2020
Comedian Munya Chawawa created a spoof video of how a racist (who claims not to be a racist) may complain in-store following the ad.
The clip quickly explains that “you can be black and celebrate Christmas”, which really shouldn’t have to be explained in 2020.
Somewhere in Sainsbury’s... ????#SainsburysXmas pic.twitter.com/tIFCzA6CFa
— Munya Chawawa (@munyachawawa) November 17, 2020
Many people are excited to visit their local Sainsbury’s with the knowledge that racists will no longer be visiting the supermarket for their weekly shop.
Me and my friends rocking up to Sainsbury’s for food knowing all the racists have stopped shopping in there #sainsburysXmas pic.twitter.com/wD54gYtq9B
— Kels (@KelseyMarshalll) November 17, 2020
Some also pointed out that Jesus – the person traditionally celebrated at Christmas – was not white.
Why the FLIP would @Sainsburys use people who *checks notes* had the same skin colour as the guy wh- *checks notes again.* whose birth we’re celebrating?!
— Tez (@tezilyas) November 17, 2020
It makes no sense!#SainsburysXmas https://t.co/iM90p2g2um
The ad has also received some more sincere responses from viewers who appreciate being represented in the supermarket’s advertising, including Deenie Davies, who appears in the ad.
It was great to be apart of this Christmas campaign! Had so much fun filming and being able to meet & work with some amazing people on set!
— ?? (@DeenieDavies) November 14, 2020
Food is Home. Home is Christmas ???? ??
It’s all Gravy! #SainsburysXmas https://t.co/s3K4CFDGvS
This article first appeared on PRWeek sister title Campaign
