Sainsbury’s, Lidl and Tesco Christmas ads ‘failed to resonate’ with Black community

// Christmas ads from Sainsbury’s, Lidl and Tesco ‘failed to resonate’ with the Black community.
// Research revealed examples of tokenism and negative stereotyping

Sainsbury’s, Lidl and Tesco were among the high-profile retailers whose Christmas adverts ‘failed to resonate’ with the Black community.

Research from the Diversity Standards Collective found that tokenism and negative stereotyping played a significant part in this year’s crop of Christmas advertising, with Lidl being called out specifically for “multicultural casting for the sake of representation”.

Read the full story on Marketing Beat.

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