Controversial Marketing Move by Meal Delivery Service
A subscription meal delivery service has recently faced backlash over a crude joke relating to LGBTQ+ culture in their social media promotion. HelloFresh advertised a Pride Month discount using the code “Bottoms Up,” which included a suggestive reference to gay sex.
The ad stated, “We know that eating isn’t necessarily your top priority this month, and we respect that. But for those of you who are getting ready, we’ve got a huge selection of fiber-rich recipes for you. Happy Pride.” Despite the criticism that emerged online, the company continued to run the ad as of Monday afternoon.
One long-time customer expressed frustration, saying, “Long term customer’s account canceled. Sorry. We loved the service. This is literally the only reason we canceled our account. Such a stupid marketing decision. Let’s sell food — let’s get out of the culture wars.” Tennessee Congressman Aaron Mayberry shared a similar sentiment.
Another critic, Wade Miller from the American Renewal Center, remarked, “Interesting choice by @HelloFresh. They didn’t just celebrate Pride Month enough; they went a step further by associating their food with crude sexual jokes. A bold strategy. Unsubscribed.”
Some users even questioned the authenticity of the ad, with one stating, “I thought there was no way this could be real… I thought it must be a parody… so I looked it up myself. It’s real.” This criticism echoed sentiments from within the LGBTQ+ community itself.
An attendee at Pride, Annie O’Brien, expressed her disappointment, saying, “As a lesbian, I’m so tired of this crap. I’m so tired of corporate pride and activist pride.” She further added that the marketing seemed regressive rather than progressive.
Others, like another gay man, voiced similar sentiments. “As a gay man, I’m disgusted that this is all @HelloFresh thinks about gay men. This doesn’t respect us. It paints us as nothing more than animals in heat.”
Interestingly, LGBTQ+ media outlets reported some positive feedback, citing responses that suggested the community felt “seen.” However, the overall consensus seems to lean towards disapproval.
Attempts to contact HelloFresh for a comment did not yield immediate results.
