As part of its commitment to inclusivity, Sainsbury’s has rolled out a specially commissioned collection of greeting cards which celebrate Pride.
The collection, developed in conjunction with greeting card publisher Lucilla Lavender, is now on sale in 207 Sainsbury’s stores, notably those located in towns and cities, which hold their own Pride parades and events.
This significant greeting card collection, believed to be the first of its kind to specifically fanfare Pride (a programme of activities which celebrate and acknowledge lesbian, gay, bisexual, transgender, and queer (LGBTQ) social and self-acceptance, achievements and legal rights) will be on sale in the Sainsbury’s stores until September, which marks the end of the Pride parades in the UK for 2019.
Sainsbury’s card buyer Carly Pearson has long championed the grocer’s diversity mission to ‘embrace the difference’ and to reinforce the company’s aim of becoming the nation’s most inclusive retailer. Carly spoke out at the 2017 GCA AGM on the matter and led a workshop on the subject at the 2018 GCA gathering.
“Greeting cards play an important role in social communication. To remain ever relevant, the designs, the editorial and the captions need to reflect society,” said Carly speaking at the 2017 GCA AGM the first year that Sainsbury’s had sold same sex Valentine’s Day cards as well as Christmas cards catering for the LGBTQ community. (https://www.pgbuzz.net/sainsburys-ups-its-inclusive-commitment-with-lgbt-christmas-cards/)
Lucilla Lavender, co-founder and creative driver of the eponymous greeting card publishing company was only too happy to work with Sainsbury’s on the Pride project, developing some exclusive designs in the style of its popular Shiny Happy range for the supermarket .
“Sainsbury’s passion for inclusivity chimed with our beliefs and we felt that the simple, direct and colourful feel of Shiny Happy lent itself to be used for some relaxed, happy and joyful designs to celebrate Pride,” said Lucilla.
Top: Sainsbury’s is a big supporter of the Pride parades and events.