Heinz has apologised after an advertisement displayed in London tube stations featuring a black family sparked anger online.
The US manufacturer, which recently launched an ad campaign for family-sized pasta sauces, was criticised for promoting stereotypes in a billboard advertisement spotted at Vauxhall and Manor House stations.
The advertisement depicts a bride, a black woman, enjoying a forkful of pasta seated next to a white man who is presumably the groom. The billboard appears to show the groom’s white parents and an older black woman, seemingly the bride’s mother.
Some social media users criticised the advert for “erasing” black fathers.
The author and Guardian contributor Nels Abbey wrote on X: “‘For my brothers with daughters.’ Because believe it or not, Black girls have Dads too.” The post has since gone viral.
"For my brothers with daughters"
— Nels Abbey (@nelsabbey) October 4, 2024
Because, believe it or not, Black girls have Dads too. pic.twitter.com/LngrCCZ4rW
One X user responded: “Total erasure of Black fathers by such a mainstream brand is shocking. How did this get approved?”
Another wrote: “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.”
In response, 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.”
Other X users interpreted the advertisement differently, highlighting a phrase in the bottom right-hand corner of the poster which reads: “Based on a true story.”
One wrote: “Wouldn’t traditional wedding seating mean the bride’s father sits next to the groom’s mother. Meaning the man on the left is the bride’s father and the groom’s father is missing?”
Another agreed: “Seating arrangement for a top table at a wedding is the bride’s father and the groom’s mother next to the bride. The groom’s father and bride’s mother are next to the groom. It’s the groom’s father that is missing.”
The advertisements are reportedly part of a media campaign celebrating rule breakers who defy conventional behaviour to enjoy Heinz’ new range of pasta sauces. In the advertisement in question, the bride spills pasta sauce on her white wedding dress.
The Guardian has contacted Kraft Heinz for comment.
