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Sainsbury’s –Black History Month


To support and celebrate the Black History month, culture and the contributions Black people have made to society.

What we did:

The team developed a media partnership campaign focused on Black History Month, using sponsored advertorial content with two key African/Caribbean publications supported by strong Digital campaign to help  generate awareness of Black History month and the work done by the pioneers.

Two of the most relevant and prominent publications catering to the African/Caribbean audiences were considered for this activity in order to ensure content quality, relevance and to guarantee authenticity from a reader’s perspective.


The aim of this campaign was to support the Black British Designers aligning the idea with Sainsbury’s/Tu Clothing brands by creating a bespoke advertorial content. The content was intended to celebrate and highlight two of the most important aspects of African heritage – cuisine and design – which was showcased via print and digital elements.  Three recipes were developed by Michelin-Star Chef, Anthony Cumberbatch, for The Voice, whilst Pride Magazine had showcased one of the up and coming, sustainable Black British footwear brands.

Social media content and website banners were developed for this activity to ensure a good digital presence, complementing the print campaign by granting additional exposure in line with the brief. The social media posts were strategically planned on days of highest engagement rate. All digital elements have driven followers to the online advertorial pieces with significant engagement.