REPULSIVE! HelloFresh Urges Customers to Prep for Pride Month Anal Sex
HelloFresh is facing a wave of outrage from conservatives and other social media users after the meal-kit company marked Pride Month with a suggestive Instagram post that critics called vulgar, inappropriate and wildly out of touch for a family-friendly food brand.
On Friday, the meal kit company posted a statement on Instagram that read: “We know eating isn’t always a top priority this month. We respect that. But for those of you who are… prepping… we have an extensive lineup of high-fiber recipes available. Happy Pride.”
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The insinuation is that HelloFresh was assisting gay men in preparing to clean out their rectums for anal sex. And just in case the message wasn’t clear, consider this response from the company to one of their fans:
“How about a Pride month discount code??”, suggesting the code be “BOTTOMSUP.” HelloFresh quickly replied, “Use code BOTTOMSUP for a Pride Month discount.” However, they didn’t specify exactly how much customers would save or where they would see the savings.
The reaction is not exactly what HelloFresh anticipated.
“It wasn’t enough for them to merely celebrate Pride Month, they went the extra mile in associating their food with human assholes, enemas, and shit. Bold strategy,” said Wade Miller, executive director of the Center for Renewing America.
“I thought there was no way this was real… it had to be parody… so I looked it up myself,” X user Hazel Appleyard wrote. “It’s real.”
The conservative site Twitchy blasted the campaign as “one of the grossest things you’ll see,” arguing that HelloFresh had taken “corporate Pride Month pandering” to a new level. The Daily Wire also weighed in, publishing a headline that called the ad “repulsive” and “sickening.”
Supporters of the post praised the brand’s edgy humor. LGBTQ outlet Joe.My.God called the message “cheeky,” writing that HelloFresh had gotten “a little bold” with its Pride Month marketing. Queerty likewise said the brand’s apparent nod to the “bottoming community” was unexpected but not unwelcome.
But among critics, the damage may already be done with many customers saying the would no longer order from HelloFresh.
The backlash comes as a growing number of major brands have scaled back public Pride campaigns amid consumer pushback from concerned families. So, don’t be surprised if HelloFresh’s bottom line this quarter takes it up the backside.