Housewares Business-to-business magazine for housewares retailers and their suppliers
Tesco is pulling out all the stops to support London Pride this weekend (Saturday June 25 and Sunday June 26).
The supermarket chain’s stores across London will join in the annual LGBT [lesbian, gay, bisexual and transgender] festival, by displaying rainbow bunting, balloons, and even arranging their fruit and vegetable displays to reflect the Pride colours.
Twelve stores along the parade route will also turn the Tesco chevrons into the rainbow colours of Pride to show their support. These stores will also sell exclusive Tesco brand F+F Pride t-shirts, with a design inspired through quotes from customers and colleagues about what Pride means to them.
As well as in-store activity, a 40-foot Tesco delivery truck will take part in the Pride parade. Decked out with a dance floor, bubble machines and a DJ, the truck will play songs as selected by Tesco customers.
Tesco is a sponsor of the LGBT festival which sees over 300 groups march in the famous parade. Last year 1,000,000 people attended the festival and this year numbers are expected to be even higher.
John Dickinson, Out at Tesco Chair, said: “We know Pride in London is such a fun and vibrant event and that’s why we’re proud to be an official sponsor this year. Over 200 of our colleagues will be taking part in the parade and 12 stores along the route will be getting into the spirit with special Pride-themed signs, balloons and carrier bags.”
A team of 900 volunteers will help make the event run smoothly and Tesco will provide each one with lunch to keep them going on the day. The retailer will also be handing out bottles of water, sweets and flags to the crowd.
Alongside the Pride activities, Tesco is also supporting the LGBT Switchboard. For over 40 years LGBT Switchboard has run a helpline supporting millions across the UK.
Sales from the exclusive t-shirts will go to the charity. All Tesco’s 500 London stores fundraised for them last weekend, with Covent Garden and Regent Street Metro hosting exclusive pre-Pride events. The events included performances from the London Gay Men’s Chorus and a pop-up bar serving rainbow-inspired cocktails and mocktails.
