Supermarkets join forces for anti-racism message

Adverts will appear on Channel 4 on Friday evening

The collection action from supermarkets comes in response to racism comments made online about Sainsbury’s Christmas advert this year. (Getty Images)

Some of the UK’s largest supermarket companies have joined forces to share an anti-racism message through adverts airing on television later this week.

This collective action from Asda, Aldi, Asda, Co-op, Iceland, Lidl, M&S, Tesco and Waitrose comes after Channel 4 said racist comments were posted online about Sainsbury’s Christmas advert this year, which featured a black family.

The broadcaster will show the promotional videos on prime-time television on Friday, during the programmes Bake Off: An Extra Slice and The Last Leg at 8.15pm and 10.15pm.

The hashtag #StandAgainstRacism will appear on screen alongside all of these adverts.

Verica Djurdjevic, chief revenue officer at Channel 4, said: "As an anti-racist organisation, we are incredibly proud to stand together with Sainsbury's and our retail partners against racism, using our national platform to call out the unacceptable reaction to Sainsbury's Christmas advert."

Rachel Eyre, Sainsbury’s head of brand communications and creative, said the company was proud to take a stand against racism along with its colleagues in the sector.

Ms Eyre said: "We're passionate about reflecting modern Britain and celebrating the diversity of the communities we serve, from our advertising to the products we sell.

"Sainsbury's is for everyone and we are committed to playing our part in helping to build an equal society."

A spokesperson for M&S said it supported Sainsbury’s and the other retailers in the fight against racism.

Additional reporting from PA