# Size-Inclusive Empowering Supermarket Campaigns Sainsbury's and Portas Launch #AllBoobsWelcome By Kalin Ned | Published 2019-02-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/supermarket-campaign References: [youtube](https://www.youtube.com/watch?v=zNSdoCg0Umg) & [instagram](https://www.instagram.com/p/BtdDyp9gIs4/?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI) 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](https://www.trendhunter.com/trends/sainsburys-christmas-ad). While before empowering initiatives were concentrated in the representation of industry-specific brands like [Aerie](https://www.trendhunter.com/trends/fifa-world-cup-2026-collection), 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](https://www.trendhunter.com/trends/molly-baz1) 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. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 9% | Activity: 31% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Body-inclusive Marketing:** Brands are increasingly embracing body-inclusive messaging in their marketing campaigns. - **Real Women Representation:** Marketing campaigns featuring real women are becoming more popular as consumers demand more authentic representation. - **Message Simplification:** Brands are moving towards more streamlined messaging platforms, such as supermarkets, to more effectively convey their empowering messages. ### Who This Affects Most - **Retail:** Retail brands can benefit from incorporating body-inclusive messaging in their marketing campaigns to attract a wider audience and improve customer loyalty. - **Advertising:** Advertising agencies have the opportunity to create campaigns featuring authentic representation of women's bodies that resonate with consumers and challenge societal expectations. - **Communications:** Communication agencies can work with brands to simplify their messages and find platforms, such as supermarkets, where they can effectively reach their intended audience. ## Related on Trend Hunter - [Community-Driven Fashion Campaigns](https://www.trendhunter.com/trends/limitless-campaign.md) - [Empowering Summer Campaigns](https://www.trendhunter.com/trends/empowering-summer-campaign.md) - [Body Positivity Campaigns](https://www.trendhunter.com/trends/nobodylikeyou.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Inclusive Retail Displays](https://www.trendhunter.com/trends/primark-sophie.md) - [Body-Positive Brand Campaigns](https://www.trendhunter.com/trends/doves-super-bowl-ad.md) - [Story-Focused Empowerment Campaigns](https://www.trendhunter.com/trends/shyaway.md) - [Empowering Women's Campaigns](https://www.trendhunter.com/trends/prettypowerful.md) - [Accessible Customer Service Ads](https://www.trendhunter.com/trends/accessible-customer-service.md)