Channel 4 and the UK鈥檚 major supermarkets are joining forces for a first-of-its-kind commercial initiative in which they will take over two primetime ad breaks to make a stand against racism.
The broadcaster has agreed a deal to air ads by Aldi, Asda, Co-op, Iceland, Lidl, Marks & Spencer, Tesco and Waitrose & Partners one after another during the same ad breaks on Friday evening (27 November). Usually, supermarket brands would avoid running ads so close to one another.
Channel 4鈥檚 initiative came in response to听racist backlash on social media against the Sainsbury's Christmas ad, launched earlier this month, that features a black family.
The ad breaks, which will air at about 8.15pm during The Great British听Bake Off: An Extra Slice and 10.15pm during The Last Leg, will feature the 60-second version of the 厂补颈苍蝉产耻谤测鈥檚 spot, as well as ads by its rivals.听听
It will be prefaced by a Channel 4 announcement that will say: 鈥淐hannel 4 stands up听against racism. After the reaction to this year鈥檚 厂补颈苍蝉产耻谤测鈥檚 Christmas commercial, retailers听have put their usual festive rivalries aside across two ad breaks tonight to stand side by side听with us too.鈥
Verica Djurdjevic, chief revenue officer at Channel 4, said: 鈥淎s an anti-racist organisation, we are incredibly proud to stand together with 厂补颈苍蝉产耻谤测鈥檚 and our retail partners against听racism, using our national platform to call out the unacceptable reaction to 厂补颈苍蝉产耻谤测鈥檚听Christmas ad.鈥
The brands will support the TV activity with social media messaging at the same time on Friday night.
Rachel Eyre, head of brand communications and creative at 厂补颈苍蝉产耻谤测鈥檚, added: 鈥淲e strive to be an inclusive retailer and we鈥檙e proud to unite with our industry colleagues to stand up against racism. We鈥檙e passionate about reflecting modern Britain and celebrating the diversity of the communities we serve, from our advertising to the products we sell.鈥澨
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