Sainsbury’s defends Christmas ad featuring black family after ‘racist’ attacks

Sainsbury's has been forced to defend its Christmas advert after it was criticised for not being 'inclusive' – with some saying they will now boycott.

It featured a black family in the first of three of it's festive promotions.

The advert shows a cute montage of home-video footage as the daughter longs to be home on Christmas to enjoy her dad's delicious gravy.

The family discuss plans for Christmas, accepting they may not get to spend it together as usual thanks to the coronavirus crisis.

But it was targeted by vile online trolls – with some even saying they now won't shop there again.

They accused the supermarket of 'virtue signalling' – even though the second ad features a white family.

One user wrote: “The UK is 80% white. Do Sainsbury’s not have data on who actually shops there LOL?”

A second person said: “Another one added to the banned list. Go woke go broke.”

Another user posted: “This doesn’t represent me, I don’t see myself in this at all. I can’t relate.”

Sainsbury's were forced responded to the complaints and outlined their dedication to inclusivity.

A spokesperson says it strives to 'represent a modern Britain' after they received criticism online.

They 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. We have three stories of three different families in our advertising.

"What Christmas will look like is uncertain for everyone at the moment, but we wanted to focus on how food can connect people, whether they're physically together or not.

"These ads aim to evoke memories of Christmas food, which can transport you home wherever you are."

Thousands of twitter users hammered the trolls – and suggested their remarks are racist.

One wrote: "Some of the comments on this are absolutely sickening. Christmas is supposed to be a time of love, joy and prosperity; regardless of your race, culture or background."

Another said: "Boycott? Will be nice to do some shopping in a racist free zone!"

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