Sainsbury’s has released a statement in defense of its Christmas advert following a slew of disgusting, racist comments that greeted its Christmas advert featuring a black family.  

The Christmas advert which is one of a three part received racist backlash with some shoppers who also threatened to boycott the supermarket because they could not relate to the advert as it does not represent them.

The statement read: “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’’.

Sainsbury’s Head of Broadcast Marketing, Emma Bisley said of the festive campaign: “We know that this year has been different for everyone, so we wanted to take a different approach with our Christmas campaign by simply reminding people that Christmas dishes are gestures of love and care, served up by those who matter most. It’s our memories of these dishes, prepared by the people we love, that have the power to transport us home – whether we’re there or not.

“It was important to us to focus on family connections and emotions, creating a relatable and heartfelt look at the memories Christmas brings, whilst providing a sense of optimism throughout. We hope everyone enjoys watching the collection and it takes them back to their fondest memories of food, home and Christmas.”

Sainsbury’s has two more adverts coming out for Christmas. One titled Perfect Portions and another called Big Sarnie, which will air soon, and you bet we’ll be singing the Gravy Song the whole of this festive season.