Last month, Heinz faced significant scrutiny due to a series of marketing errors that resulted in public backlash.
Heinz, the well-known producer of baked beans and tomato ketchup, recently encountered public criticism after a series of marketing blunders. The controversy began with adverts perceived as tone-deaf and insensitive. In one instance, a tube advertisement depicted a fatherless black family at a wedding, which was criticised as racially insensitive. Additionally, a character in another campaign was compared to a racist minstrel blackface, leading to further outcry.
Compounding these issues, Heinz had to quickly withdraw social media content for its limited edition Secret Sauce following the arrest of influencer Yung Filly, who was linked to sexual assault charges. These events illustrate how a brand’s choice of partners and the narratives it promotes can lead to unintended negative consequences.
Heinz’s challenges are not unique within the industry. Similar backlashes have been faced by other major brands. Bud-Light, for instance, faced criticism over its response to collaborating with transgender influencer Dylan Mulvaney, and Innocent Smoothie experienced boycott calls after support for a divisive charity. These examples highlight the heightened sensitivity surrounding brand messaging and the importance of careful planning and community engagement.
Creative agency Elvis’s managing partner, strategy, Camilla Yates, discusses the lessons Heinz and others can learn from these incidents. She emphasises the necessity of integrating diverse perspectives across the creative process, noting that an inclusive culture goes beyond mere compliance with diversity policies. She points out that many creative departments are still predominantly staffed by white middle-class men, which can limit the perspectives considered during campaign development.
Yates proposes that agencies and marketers should view diversity and inclusion as critical components of their organisational culture rather than superficial objectives. An inclusive approach would likely have identified the risks associated with controversial campaign elements and partnerships.
To mitigate risks, Yates advises engaging with diverse communities and consultants early in campaign development. This ensures a broader range of insights are gathered, minimizing the likelihood of missteps. Additionally, brands should review their response strategies on social media and other platforms, ensuring that diverse perspectives are factored into risk assessments and decisions regarding public statements.
Providing duty of care to talents involved in advertisements is also pivotal. This involves logistical planning, such as maintaining emergency contact information, and offering support to talent in managing public attention. Allocating resources for media training and handling press inquiries is also recommended to prevent future controversies.
Learning from past experiences, it is crucial for brands to adopt preemptive frameworks for evaluating potential scenarios, partnerships, and campaign content. By considering diverse community perspectives, companies can better anticipate public reactions and manage risks associated with their promotional activities.
Heinz’s recent marketing missteps underscore the importance of inclusive and comprehensive planning in campaign development. By integrating diverse viewpoints and maintaining vigilant oversight, brands can avoid similar pitfalls in the future.
