Heinz recently faced backlash for a London tube advert criticised for promoting negative stereotypes.
- The advert depicted a wedding scene featuring a black bride without a father figure.
- Social media users highlighted the absence of the black father, sparking public debate.
- Nels Abbey, a Guardian columnist, voiced concerns about the advert on social media.
- Heinz apologised, acknowledging the potential harm caused by the advert.
Heinz has come under scrutiny for a London tube advertisement criticised for perpetuating negative stereotypes. The advert in question depicts a wedding scene featuring a black bride accompanied by an older black woman, presumably her mother, while the groom is seen with both parents. This portrayal has prompted accusations of erasing the presence of the black father.
The advert is part of a broader campaign aimed at promoting the new larger jar sizes of Heinz’s pasta sauce range, with taglines such as “Ridiculously Good” and “now in family size”. However, the representation in the advert has overshadowed the marketing objectives, with significant backlash on social media platforms.
Social media users, including prominent figures like Guardian columnist Nels Abbey, have been vocal in their criticism. Abbey, in a post on X, emphasised the oversight with a poignant reminder that “Black girls have Dads too”. His comments have been echoed by others who found the advert’s depiction concerning.
In response to the public criticism, Heinz issued an apology, stating that they value public feedback and understand how the advert could unintentionally perpetuate negative stereotypes. A spokesperson expressed regret for any harm caused, pledging to improve and learn from this incident to prevent future occurrences.
Amidst the controversy, it is noteworthy that this campaign is part of Heinz’s larger strategy to introduce new products and expand its reach in the pasta sauce market. Earlier in the year, the company launched a TikTok-inspired range and reintroduced its popular vodka tomato sauce collaboration, demonstrating its active engagement in product marketing.
Heinz’s apology underscores the importance of cultural sensitivity in advertising.
