Christmas isn’t usually a cause for controversy, but this year Sainsbury’s supermarket has inadvertently found itself in the eye of a storm over its much anticipated festive ad campaign.

This consisted of three different commercials following three separate families coming together for Christmas. In these unprecedented times, the message was one of positivity and hope for families to be together at this special time of year. Sainsbury’s said the intention was to "focus on the positive memories of loved ones”.

The first advert, entitled 'Gravy Song', was released on 14th November. The promotional video centred around a black family and its feeling of joy. It was a wholesome storyline which perfectly captured the festive spirit that so many people across the country are hoping for. 

Despite making it clear that the advert was part of a series, a certain section of customers took to social media to express their resentment by leaving hateful, racist comments on Sainsbury's Twitter account. One customer complained that the advert was "not inclusive", while another called it “absolutely sickening”. The abusive comments continued, including one mockingly remarking: “Christmas in Nigeria”.

Although these comments shocked many other shoppers, the company acted quickly and deleted the offensive posts. In a response reinforcing its positive message, Sainsbury’s tweeted: “Our Christmas ads are about putting food and family at the heart of christmas. Sadly a small but vocal minority shared racist views.” 

Ironically, the racist comments ended up working in the company's favour, with one customer saying: “Great advert. The reaction to this ad proves you have gone in the right direction. Well done.” Overall, despite the furore, the positive reactions overwhelmingly outweighed the negative ones. 

Two days later, the second part of the series was posted, featuring a white family which, for the most part, silenced the haters. A few customers made sarcastic comments, poking fun at the previous racist ones. 

The UK's supermarkets have united to take a stand against racism. Asda, Co-op, Iceland, Aldi, Lidl, Marks and Spencer, Waitrose and Tesco ran their adverts on Channel 4 on Friday evening with the hashtag #StandAgainstRacism. This has never been seen before as competitors will usually avoid airing adverts close together, though in this case their commercials were back-to-back.

Sainsbury’s and their customers should take heart from the fact that an unsupportive and discriminatory minority have shown their true colours. After all, if losing that tiny section of society means being one step closer to racial equality, most would deem it worth it.