Baps, knockers or fried eggs – Sainsbury's Tu lingerie ad says ‘All Boobs Welcome’

Sainsbury's clothing line Tu has unveiled a bold, busty lingerie campaign that encourages women to embrace their breasts just as they are, instead of showing them through the male gaze.

Created by Portas, the 'All Boobs Welcome' campaign is part of Tu's wider 'Be You' initiative. At its heart sits a video shot by women that sees a host of real, diverse women wearing in only their bras describe what they call their boobs.

'Knockers', 'fried eggs', 'crumb catchers', 'saggy and baggy' and – perhaps most curiously - 'Ant and Dec' are among the responses. The endline being that no matter what size and shape they are and whatever you might call them there's something suitable for everyone at Tu.

The creative was born out of the insight that 71% of women feel lingerie ads are engineered to appeal to men. What's more, only 56% of women said they would describe their own breasts in a positive way.

The muti-channel campaign will run across video-on-demand, print, out-of-home and on social. Elsewhere, a Tu 'Boob Pop Up' experience and PR push has been managed in partnership with PR agency The Communications Store.

“The sad fact is, advertising is way out of touch with what women want when it comes to bras... it was time to get real. So we flipped it," explained Zara Ineson, creative director at Portas. "Together with Tu we created a campaign that celebrates ‘normal’ boobs – no matter what shape or size they come, the ones which life has gifted us."

She added: "From our cast of real women to the all female shoot and film crew – this campaign is exactly as it should be. One where all boobs are welcome."

All the women involved in the campaign have written love letters to their boobs that they will share on social media as part of the push, along with self-portraits (like the one below).

The pop-up experience will cater to the some 50% of women who told Tu they do not enjoy bra shopping and are too embarrassed to ask for help.

To address this it's inviting customers to visit its in-house professional bra fitter, shop the latest selection of Tu bras and take part in a series of creative workshops, with the aim of encouraging guests to leave feeling positive about themselves and their bodies.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.