Aldi, Asda, Co-op, Iceland, Lidl, Marks & Spencer, Sainsbury’s, Tesco and Waitrose run ads back-to-back on Channel 4

A group of leading UK supermarkets have joined together to take a stand against a racist online backlash that followed Sainsbury’s Christmas advertisement featuring a black family.

Aldi, Asda, Co-op, Iceland, Lidl, Marks & Spencer, Sainsbury’s, Tesco and Waitrose ran their adverts back-to-back during two primetime slots on Channel 4 on Friday evening, with the hashtag #StandAgainstRacism. Normally, competitors actively avoid airing their ads close together.