Sainsbury’s “Gravy Song” Christmas ad
Campaign · 2020
Racist abuse of a Christmas ad led 9 supermarkets to air a joint antiracism response.
Sainsbury's
@sainsburys · Nov 14, 2020
Just the thought of home-cooked gravy, poured over a piping hot Christmas lunch, is enough to get us excited 🍴🏠🌟 Food is Home. Home is Christmas. Sound on for all the festive feels 🔊 #SainsburysXmas htt
Sainsbury's
@sainsburys · Nov 15, 2020
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. Abbie
Channel 4
@Channel4 · Nov 27, 2020
Christmas is a time to come together. This year, we’re coming together with @AldiUK @asda @coopuk @IcelandFoods @LidlGB @marksandspencer @sainsburys @Tesco & @waitrose to stand against racism. If you’re not into that kind of thing, feel free to unfollow. #StandAgainstRacism #Ad
Spread Score
How it worksNumbers
- Gravy Song seed X post only; lower bound, derivatives excluded
- 3.2M
- As of May 12, 2021 · X · PGI
- Milestone date
- Week of Nov 16, 2020
- Nov 14 ’20 to Week of Nov 16, 2020
- Platforms
- 5
- Started on X
- Leverage
- 5.5×
- 3.2M on 580K followers at seed
How it spread
Trace the originSainsbury’s launched Gravy Song on social media and TV. Racist replies prompted rebuttals, press coverage and joint Channel 4 ad breaks by nine supermarkets on 27 November. The first release week’s press wave is the milestone anchor; no attention maximum was established.
Documented milestone; not a measured attention peak. Some dates are known only to the week, month or year.
Timeline (17)
November 2020
Sainsbury’s / ITV’s The Voice platform jump · Nov 14 ’20
Sainsbury’s launched the TV placement during The Voice after the film’s morning online release.[2]
Sarah Beckett platform jump · Nov 2020
Sarah Beckett posted racist replies about the advert on Instagram.[19]
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Spread the same way
Do this
- 1Prepare public replies and moderation before launching inclusive creative.
Every number (10)
- Sainsbury’s X followers at launch; PGI reported lower bound“followed by over 580,000 people at the time”580K[5]
Press (5 outlets)
- Nov 16, 20202 days in
Muse by Clios · Sainsbury’s Tells Smaller, ‘Cosier’ Stories in Its 2020 Holiday Ads
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