Having earlier this year evicted lesbians from their store in Brighton for kissing in the aisles and taken the decision to exploit the tragedy of the Great War for a Christmas ad in order to flog a few extra bars of chocolate, Sainsbury's seem eager to now demonstrate their racial insensitivity with a new poster campaign designed to promote its company values. Paying a marginally fairer price to British dairy farmers for their milk than some others in the retail sector, is just one way in which Sainsbury's are, apparently, doing the white thing.
Obviously, I get it: it's a pun that even has something of a history to it. One recalls, for example, a popular campaign launched several years ago by the National Dairy Council in which various celebrities encouraged us to drink more of the white stuff. However, speaking as a black man, I have to say I do find the Sainsbury's ad to be contentious at the very least - if not overtly offensive.
For unlike the Dairy Council slogan, the Sainsbury's one crosses a fine line and passes onto extremely unpleasant territory. One can't help thinking of skin colour and normative Aryan values, rather than a pint of semi-skimmed; can't help recalling a long and depressing history of racism in which all of the ancient virtues were associated with fairness of complexion. Nietzsche writes of this in the Genealogy (I. 5).
And so Sainsbury's should stop using this slogan and they should apologise to their non-white staff and customers. They should, in other words, do the right thing by all of us who reject entirely the false and pernicious equivalence made between skin colour, purity of blood, and nobility of spirit - all of us who have no wish to play the white man.
