Heinz apologises 2X in 1 week for offensive ads

Someone’s getting fired at Heinz.

Because how tf do you let not one, but TWO racially insensitive ads go live in the same week?

Having to apologise twice in 7 days is lowkey embarrassing. C’mon now.

On Monday, Heinz issued a mea culpa over its 'Smiles' campaign, which featured images of smiling people with ketchup smeared around their mouths.

Seems innocent enough, right?

Wrong.

One of the images that portrayed a Black man has sparked major criticism for its uncanny resemblance to blackface imagery and minstrel shows from the 19th and 20th centuries during the notorious Jim Crow era.

Before you roll your eyes and scream 'woke,' – take a look at the image. It was literally the first thing I thought when I saw it, which means hundreds of thousands of others saw the same.

In response to public outcry, Heinz has since acknowledged the oversight.

They said, 'As a consumer-obsessed company, we are actively listening and learning. Although the campaign was meant to tap into a current pop culture moment, we recognize that this doesn’t excuse the hurt it may have caused.'

Heinz promised to remove the advertisement and to improve future campaigns.

Crisis averted – so one would think.

But wait, there’s more!

They were stung again, this time for another ad promoting the company’s family-sized pasta sauces.

The ad features a Black bride eating pasta at her wedding. However, some viewers felt it portrayed an incomplete family dynamic.

Observers pointed out that the scene, which shows the bride, groom, and family, omits the bride’s father. This led critics to accuse Heinz of 'erasing Black fathers.' Some argued that this absence could simply be due to traditional seating arrangements at weddings.

Either way, the ad was still met with major backlash.

In a post that has gone viral on Twitter/X, one person shared a photo of the ad in Vauxhall tube station, alongside the caption: 'For my brothers with daughters. Because, believe it or not, Black girls have dads too.'

The comments have since poured in. One person wrote, 'Total erasure of Black fathers by such a mainstream brand is shocking. How did this get approved?'

Another added, 'Really triggered by the same poster at Manor House. Absolutely outrageous.'

In light of the public criticism, Heinz issued a second apology.

The brand acknowledged the ad could have 'unintentionally perpetuated negative stereotypes.'

The company expressed regret and committed to learning from the situation to ensure such mistakes are not repeated in the future. Heinz emphasized its focus on improving representation and inclusivity in their advertising efforts moving forward.

Do these fatal errors, perhaps, represent a lack of diverse voices within the Heinz marketing teams?

Even with the best intentions, things like this just don’t 'fall through the cracks' when creative teams are diverse in terms of race, culture, gender, and lived experiences.

This creates a built-in sensitivity check during the development of campaigns. Beyond this, having external consultants or focus groups from under-represented communities review campaigns before they launch can catch potential issues early.

Either way, it’s a good example of why cultural competency should be a priority for brands to invest in.

Once it’s out, you can’t put it back in. Sorry Heinz.

-Sophie, Writer