Heinz is addressing controversy over a recent advertisement accused of racial insensitivity.
- The ‘Smiles’ campaign, intended to capture a pop-culture moment, has faced criticism for its portrayal of a black individual.
- Critics liken an image from the campaign to minstrel-era stereotypes.
- Andre Gray from Annex88 raised concerns about cultural competency in advertising.
- Heinz is actively working to remove the offending advertisement.
Heinz recently encountered significant backlash following the release of their ‘Smiles’ campaign, which was criticised for racial insensitivity. The advertisements, created to align with the Halloween season, featured models with exaggerated grins outlined in tomato sauce, seemingly drawing inspiration from the upcoming film, The Joker 2.
However, one particular image within the campaign, depicting a black model with tomato sauce around their lips, was accused of evoking minstrel-like imagery—a form of racist entertainment prevalent in the late 19th and early 20th centuries. This association sparked immediate criticism from the public.
Annex88’s chief creative officer, Andre Gray, voiced concerns over the ordeal on LinkedIn, explicitly questioning how such imagery passed scrutiny in today’s diverse cultural landscape. He highlighted the ongoing issue of black individuals being mischaracterised and stereotyped, stating, “This is how Black people have been shown, characterized, stereotyped and dehumanized long before the Joker, and much, much more often than the Joker.”
In response to the backlash, a Kraft Heinz spokesperson issued an apology, acknowledging the unintended offence caused by the campaign. The company reaffirmed its commitment to being a “consumer-obsessed company” that is “actively listening and learning,” and is taking action to remove the offending advertisement immediately.
The controversy underscores the necessity for companies to maintain cultural awareness and diversity in their marketing efforts, ensuring that all imagery is critically assessed to avoid similar incidents in the future.
This incident serves as a potent reminder of the responsibilities brands have towards fostering inclusivity and cultural sensitivity.
