Heinz has apologized after his “scandalous” advert for a new London Underground station sparked fierce criticism on social media.
The controversial poster, described by some as “shocking”, is part of a new campaign, called “Family Portraits”, which promotes the brand’s range of family-sized pasta sauces.
The commercial in question, shown at Vauxhall and Manor House stations, features a newly married interracial couple on their wedding day.
The image shows the bride, a black woman, enjoying a large plate of spaghetti while sitting at a table with her husband, who is white.
An older man and woman, presumably the groom’s parents, are seated to his right, while an older black woman, who appears to be his mother, is to his left.
Social media users questioned the brand’s decision to feature the groom’s parents but leave out the bride’s father, with one person writing: “It’s a subtle way to perpetuate myths (about black parents).”
Heinz has apologized after his ‘scandalous’ advert at London’s new tube station sparked fierce criticism on social media.
In a post that has now gone viral unknownAuthor Nels Abbey shared a photo of the advert at Vauxhall station, with the caption: ‘To my brothers and daughters.
“Because, believe it or now, black girls have daddies too.”
In response, one person wrote: “The total erasure of black fathers by such a mainstream brand is shocking. How was this approved?
Reacting to Nels’ post, which has over 300 comments at the time of writing, another middle), which with six people would be difficult) because I didn’t want to believe it.
‘Why couldn’t I have just one father? Why couldn’t it just be two of them? Just why.
The image features the words “Based on a True Story” in small print.
A third person admitted he was “really triggered by the same sign at Manor House”, adding that the advert was “absolutely scandalous”.
Another comment read: ‘Even more erasure and stereotyping. I know more black people with current parents than without.
Social media users questioned the brand’s decision to feature the groom’s parents but leave out the bride’s father.
A fourth user noted the persistent “erasure” of Black fathers in mainstream media, writing, “I watch a lot of reality shows and a lot of times when the “Meet the Parents” episode comes on, the Black fathers present rarely appear.
“There’s a lot more acceptance of different family dynamics, but the absent black father is a trope that has a strength.”
Heinz admitted that the ad may have “unintentionally perpetuated negative stereotypes” in a statement to the independent.
The consumer goods giant, widely known for its range of condiments, said: “We always appreciate the public’s perspective on our campaigns. We understand how this advert could have unintentionally perpetuated negative stereotypes.
“We extend our sincere apologies and will continue to listen, learn and improve to prevent this from happening again in the future.”
Some X users defended Heinz, attributing the mistake to limited space on the billboard.
Some X users defended Heinz, attributing the mistake to limited space on the billboard.
“I’d say the problem is more due to the space on the advertising board that required a character to be omitted for aesthetic reasons to have a beautiful woman at the center of the ad than anything else,” one person wrote.
“I seriously doubt there is anything sinister about it.”
Others suggested the advert had been misinterpreted, writing: “The seating arrangement at a top table at a wedding is the father of the bride and the mother of the groom next to the bride.” The father of the groom and the mother of the bride next to the groom.
“It is the groom’s father who is missing.”
The divisive Heinz ad is part of a new campaign launched by the American company to promote its giant jars of pasta sauce, according to Marketing coup.
It portrays the real-life stories of people who have been willing to break traditional conventions and rules because of their love for Heinz.
For example, a bride who doesn’t worry about spilling pasta sauce on her immaculate white dress, or a grandmother who eats her bowl of pasta before feeding her grandchildren.
The outlet reported that Heinz’s ‘Family Portraits’ campaign is backed by its biggest advertising spend of the year so far.
Following Heinz’s apology, Nels wrote on X: “Common sense has prevailed. @HeinzUK has apologised.
“Never forget: Black girls have dads too.”