Sainsbury’s was recently forced to defend itself after it was met with calls for a boycott from customers who were furious about a Black family who just so happened to be featured in the first of its three-part series of Christmas adverts.
The advert in question, called Gravy Song, made its debut last weekend and focuses on a father and daughter’s excitement and memories around Christmas, and how it gets them talking about his gravy and his “famous” gravy song.
The team at Retail Gazette sees absolutely nothing wrong with the advert – if anything, it’s incredibly sweet and nostalgic – but this hasn’t stopped Sainsbury’s from being swamped with negative comments from people complaining it “doesn’t represent them”, or that it supposedly “doesn’t represent Britain”.
The Advertising Standards Authority has since confirmed it won’t be investigating the advert after it received five complaints about it.
The advertising watchdog told The Metro that they had assessed the advert and concluded that it “does not breach advertising rules” therefore they won’t be taking any action against it.
Earlier in the week, Sainsbury’s ended up having to defend itself against the deluge of negative comments across its social media platforms.
“We want to be the most inclusive retailer where colleagues love to work and customers love to shop,” the Big 4 grocer said.
“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 all the negativity and calls for boycott, Retail Gazette has been amused by the swathes of clapbacks on social media as a response to the racist comments.
Here are some of our favourites from Twitter and TikTok, starting off with our favourite – a skit from comedian Munya Chawawa:
Somewhere in Sainsbury’s… 🎄😡#SainsburysXmas pic.twitter.com/tIFCzA6CFa
— Munya Chawawa (@munyachawawa) November 17, 2020
https://www.tiktok.com/@tegaalexander/video/6895826318752058625?sender_device=pc&sender_web_id=6897234810776847877&is_from_webapp=1
https://twitter.com/kellyannerist/status/1328692537066926080
Sainsbury’s reading all the racist tantrums and Karen’s threatening to shop elsewhere: pic.twitter.com/Hv2M6hrfYl
— Branwen🌼🌼🌼 (@sassybransta) November 15, 2020
Me shimmying down the aisles of Sainsbury’s knowing I won’t bump into any racists #SainsburysXmas pic.twitter.com/eXFsIMX9xi
— Ϧ (@BR6087) November 17, 2020
Me vibing in Sainsbury's knowing all the racists have kindly pissed off, just in time for Christmas 🎄🎁#sainsburysXmas pic.twitter.com/6sjqAnaQ5k
— Rae 🌼 (@racheleanne_as) November 17, 2020
@topsytaiwo How I’m walking into Sainsbury’s now all the racists have left 🕺🏿@tegaalexander this needs to be a challenge 😂 #sainsburys #christmasadvert #fyp
@gkbarry #fyp #sainsburys #advert the foundation lips were not part of the act x
