The advocacy for body inclusivity has seen a rise in popularity among brands and this is continuing as the message finds its way through this supermarket campaign by Sainsbury's. While before empowering initiatives were concentrated in the representation of industry-specific brands like Aerie, the move to a more streamlined platform — like a supermarket, is surely a good sign.
The project is launched under Sainsbury's in-store retail brand TU and created in collaboration with communication agency Portas. The supermarket campaign attempts to break stigmatic expectations for breasts and the video features real women who openly discuss their relationship with their bodies.
Highly relatable and empowering, Sainsbury's supermarket campaign is sure to affect the perception of a sizable audience.