Sainsbury and Fry Join Forces on Food Poverty

It's beginning to look a lot like Christmas, as the song says, and on Britain's commercial television networks, various supermarkets are competing with their often imaginative and creative seasonal commercials.  Of one particular mention for LGBTQIA+ viewers is the campaign being run by Sainsbury's, who have a policy of sporting rainbow flags in many stories through Pride season.  Voiced by gay raconteur Stephen Fry, the commercials feature the Roald Dahl character The Big Friendly Giant and the voiceover from Mr Fry explains the supermarket's ethical stance this Christmas.  The supermarket explains "we are working with our long-standing partner Comic Relief, with the objective to fund initiatives designed to tackle food insecurity across the UK and ensure communities have improved access to balanced, nutritional, and sustainable food sources now and in the future.  Between 28th October 2024 and 31st December 2024 we are running a campaign with Comic Relief to help donate over 5 million meals to families experiencing food poverty. "  For further information on how the money will be raised and distributed, visit the Sainsbury supermarket press and publicity department online.