Supermarket chain Tesco is again a sponsor of this year’s Pride in London festival.
Last year, selected branches of the chain in central London changed the colors of chevrons on their signage to reflect the rainbow.
This year, it’s doing the same and going even further: rearranging fruit displays in windows to reflect the rainbow.
Like last year, Tesco will also be supplying a packed lunch to the 900 volunteers who ensure that Pride runs smoothly. It will also be selling a limited number of its own Pride t-shirts, emblazoned with quotes on from customers and staff members on what Pride means to them. Proceeds from the sale of the T-shirts will go to the festival.
John Dickinson, Out at Tesco Chair, said in a statement: ‘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 colleague will be taking part in the parade and twelve stores along the route will also be getting into the spirit with special Pride-themed signs, balloons and carrier bags.’
The Pride-related activity will take place in 12 stores along the parade route on Saturday and Sunday (25-26 June). The Pride in London parade will take place on Saturday afternoon from 1pm.
Last week, Tesco stores in Covent Garden and Regent Street played host to members of the London Gay Men’s Chorus, who collected money to help LGBT helpline Switchboard. They also hosted pop-up bars selling rainbow-inspired pre-Pride cocktails.