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Sainsbury's released an advert showing an all-black family enjoying Christmas

Posting a clip on Twitter, supermarket explained it's the first of three festive ads

Social media users have begun urging customers to boycott the British retailer

Others are praising Sainsbury's as they strive to be 'the most inclusive' store

Sainsbury's has been slammed by customers for releasing a Christmas advert showing an all-black family in the first of three clips promoting their festive range - despite the second advert featuring an all-white family.

The retailer took to Twitter to share its first one-minute long Christmas advert titled Gravy Song, quickly racking up over 1 million views.

The clip shows an all-black family preparing to celebrate the annual holiday together in a series of home videos, as the daughter shares a phone call with her father where they reminisce over past Christmases and debate gravy-making skills.

Some social media users called for customers to boycott Sainsbury's, and accused the supermarket of 'virtue signalling' and being 'divisive' for not showing a mixed family.

One said: 'Isn't the UK supposed to be all about diversity and inclusion? Don't see any of that here.'

However, others have praised the supermarket, with many thanking them for representation.

Posting the advert on Twitter, Sainsbury's wrote: '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.'

The supermarket penned a series of follow-up tweets in response to the backlash to explain they want to represent modern Britain.

'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,' a spokesperson wrote.

Yet a stream of negative comments blasted the supermarket, arguing the ad is not representative of the UK's population.

One person said: 'UK is 87% white. The West is hell-bent on denigrating its white population while exalting ethnic minorities. Multiculturalism isn't a natural phenomenon across Europe, it's a forced agenda, an obsession. Sainsbury's have gone full tilt & it's nothing to do with marketing & sales.'

Others praised the supermarket for the advert and argued they're able to relate to how the family celebrates Christmas.

'I personally love this ad. It feels SUPER British with all the tacky decorations and the 90s/ 00s colour grading, it's low budget - just the way all our Christmases are gonna be this year & it's about FAMILY & FOOD which is literally all I care about at Christmas,' wrote one.

Another said: 'This is an ad for gravy mate. They didn't hire white people, that's the only different. If it were only white people, would you be thinking that POC couldn't buy Sainsbury's gravy? no. Shows how alienated you feel when you don't see yourself. Imagine it was like that all the time.'

Thanking the supermarket for representation, a third added: 'With all the other Christmas as mostly featuring interracial couples/ families, it's nice that you have done a black family, a dark skinned one at that! Who you rarely see on TV. Thank you'

Black British singer Beverley Knight, also joined the debate, responding to a comment she argued viewing people from other races as not British enough to celebrate national traditions is wrong.

Beverley wrote: 'Inherent in your comment is the idea that non-white Britons should not equally participate in our nation's traditions, because we are not as British as white people. This is so, so wrong and yes, rooted in racism. This breaks my heart because you don't see it.'

Sainsbury's released their second advert titled Perfect Portions on Monday, racking up 114,000 views.

The clip shows an all-white family celebrating Christmas Day and carving a turkey, as a mother and son excitedly talk about their memories.

The supermarket's third advert Big Sarnie, is set to be released on the 19th November and will focus on Boxing Day festivities.

Emma Bisley who is Head of Broadcast Marketing at Sainsbury's explained the inspiration behind the adverts in a statement on their website.

Emma said: '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 by 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.'

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Call for Sainsbury's boycott after advert showing an all-black family

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Some social media users called for customers to boycott Sainsbury's, and accused the supermarket of 'virtue signalling' and being 'divisive' for not showing a mixed family.

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https://www.youtube.com/watch?v=kBuH12uhJmc

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