UMVA has learned that HelloFresh, a well-known meal-kit company, has sparked outrage on social media with a bizarre Pride Month post on Instagram that quickly turned into adult innuendo.
The company's graphic began like a normal corporate Pride post, but took a strange turn when it wrote that "eating isn't always a top priority" during Pride Month, and promoted "high-fiber recipes" for those who are "prepping." The joke was not subtle, and many users were left scratching their heads.
Things took a turn for the worse when one user asked HelloFresh for a Pride Month discount code called "BOTTOMSUP." To everyone's surprise, HelloFresh responded by telling the user to "Use code BOTTOMSUP" for a Pride Month discount, adding, "you ask we deliver. Literally." The response was met with shock and criticism.
The company's social media team seemed to be trying to push the boundaries of what is acceptable in corporate branding. Even Grindr, a social networking app for gay, bi, trans, and queer people, jumped into the comments, seemingly approving of HelloFresh's approach.
Instead of walking back the post, HelloFresh appeared to double down, reposting the same graphic with the caption, "the comments cooked," suggesting that the reaction was part of the point. This move has raised questions about the company's understanding of its audience and the limits of woke branding.
Sources close to the company have revealed that HelloFresh has a history of promoting its LGBTQQIP2SAA+ employee resource group, FreshPride, and claims to prioritize inclusion as part of its culture year-round. However, this latest move has left many wondering if the company has gone too far.
The timing of the post is also noteworthy, given HelloFresh's recent financial struggles. The company reported a 9% decline in constant currency and an 11.8% decline in revenue. It's unclear why the company's social media team would choose to focus on a provocative Pride Month post at a time when the company is trying to retain customers and improve its financial performance.
Corporate America often claims that woke branding is about kindness, tolerance, and representation. However, HelloFresh's latest move suggests that this can sometimes be just a euphemism for using social issues to make provocative marketing claims.
Ultimately, HelloFresh's customers are left to decide whether the company's approach to Pride Month is acceptable. One thing is certain: the company's social media team has sparked a heated debate about the limits of corporate branding and the role of activism in marketing.
