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Sainsbury’s Honors Lesbian Mothers for Mother’s Day

(Blogmensgo, gay blog of March 31, 2017) In the UK, Mother’s Day was celebrated last Sunday (March 26) already. For this occasion, the supermarket chain Sainsbury’s issued a greeting card especially for lesbian couples. It was so popular that it was sold out after a short time.

Sainsbury’s just had to add an “s” to pluralize the message, and so To my lovely mum became To my lovely mums.

Tweet by Sainsbury's

A lesbian-friendly initiative. 🙂 ©Sainsbury's

For one, Sainsbury’s addressed families with same-sex parents, that make up one part of the customer base, with this message but also their own personnel. At the same time, this became a very cheap PR campaign for Sainsbury’s, which was quickly shared and distributed by social networks.

The British supermarket chain had done LGBT-friendly activities before: For February 14, they issued a Valentines’s card particularly for gay couples, and for Christmas 2016, they used same-sex couples in their advertising.

Comment: It would be interesting to see whether store chains in other countries will follow suit for mother’s day (May 14 in Germany, the US and other countries and May 28 in France) or father’s day.

In any case, it would be about time to do so. Besides the support for gays and lesbians, there is certainly a market for such products.

Frank-S / MensGo
Main source: The Sun, March 24, 2017.
Initial source: Metro.co.uk, March 24, 2017.

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