Retail Brand HEMA Celebrates EuroPride with Saucy Sausages & Cheeky Custard Slices

International retail brand HEMA has shown its support for EuroPride with a tongue-in-cheek campaign celebrating two of its iconic products: sausages and custard slices. 

Over the past years, HEMA has consistently prided itself on a reputation as the store where everybody feels welcome and is constantly seeking to build meaningful connections with its customers by tapping into topics that move society, such as gay rights. In this spirit of celebration and inclusion, creative agency XXS Amsterdam created this bold statement campaign – a set of limited edition t-shirts emblazoned with three visuals: Sausage Love, Custard Slice Love, and Love between Sausages and Custard Slices.

All profits from sales will be donated to the Gay-Straight Alliance Network of COC: a group of students and teachers who strive for safety at schools for everyone, regardless of sexual orientation.