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Building on Sainsbury’s previous year’s celebrations of Black History Month and the desire to be the most inclusive retailer, October 2020 was their biggest celebration of Black history to date.

Sainsbury’s group played an active role in celebrating Black History Month with an array of activity including updating all their logos across all sites and social media with supporting banners and posts, hosting landing pages on the Sainsbury’s and Argos websites as well as partnering with Channel 4 and The Black Farmer.

For Sainsbury’s month of activity, they created a video including four social cutdowns featuring colleagues speaking about a personal Black hero and their contribution to British culture and history. Sainsbury’s, Argos and Tu backed the campaign across all social and online channels throughout the month.

Creative Team: Steve Moore, Darren Collier, Adrian Alara, Lucy Hardiman
Video concept: Steve Moore, Laura Wilden
Art Direction: Steve Moore
Producer: Laura Wilden
Videography: Mike Grass, Davy Evans, Wayne Lenon
Illustrations: Jane Sherbourne
Editor: Mark Thompson
Account Management: Anna Szyplinski, Leah Martin
Planning: Lauren Peppitt
Floor Co-Ordination: Jim Lucas