Heinz has apologised after an ad displayed at Vauxhall and Manor House tube stations in London was accused of perpetuating negative and racist stereotypes.
The out-of-home ad, which depicts a newly-married couple at their wedding reception, has been strongly criticised by some on social media for “erasing black fathers”. It shows both the white groom’s parents joining the newly-weds at the table – but only the black bride’s mother has joined the group.
The creative formed part of a wider campaign by Kraft Heinz to celebrate that its fans are rule breakers who ‘defy conventional behaviour’.
Promoting its new line of jumbo-sized pasta sauces, the ad shows the bride enjoying a classic plate of spaghetti bolognese, spilling some sauce on her dress in the process.
The ad has prompted a strong response from some sections of the black community, with author and Guardian columnist Nels Abbey writing on social media platform X: “‘For my brothers with daughters’ Because, believe it or not, black girls have dads too.”
“For my brothers with daughters”
Because, believe it or not, Black girls have Dads too. pic.twitter.com/LngrCCZ4rW
— Nels Abbey (@nelsabbey) October 4, 2024
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Another X user questioned Heinz’s approval process, posting: “Total erasure of Black fathers by such a mainstream brand is shocking. How did this get approved?”
Praising the depiction of an interracial marriage, a user still noted the unfortunate absence of the bride’s father: “Yes, it’s beautiful the interracial relationship and they wanted to keep five people on the table but the erasure of black dads is not fair.”
Responding to the backlash, Heinz told the Independent: “We always appreciate members of the public’s perspective on our campaigns. We understand how this ad could have unintentionally perpetuated negative stereotypes.
“We extend our deepest apologies and will continue to listen, learn and improve to avoid this happening again in the future.”
