Heinz apologises for ‘shocking’ tube station ad after commuters accuse brand of ‘erasing black fathers’

Heinz apologises for ‘shocking’ tube station ad after commuters accuse brand of ‘erasing black fathers’

Heinz has apologised after its ‘outrageous’ and new tube station ad in London sparked fierce criticism on social media. 

The controversial poster, dubbed ‘shocking’ by some, is part of a new campaign, called ‘Family Portraits’, promoting the brand’s range of family-sized pasta sauces. 

The commercial in question, on display at Vauxhall and Manor House stations, features a newly-married, interracial couple on their wedding day. 

The picture depicts the bride, a black woman, enjoying a big plate of spaghetti  while seated at a table with her husband, who is white. 

An older man and woman, presumably the groom’s parents are seated on her right, while an older Black woman, who appears to be her mother, is on her left. 

Social media users questioned the brand’s decision to feature both the groom’s parents but leave out the bride’s father, with one person writing: ‘It’s a subtle way of perpetuating myths [about Black fathers].’

Heinz apologises for ‘shocking’ tube station ad after commuters accuse brand of ‘erasing black fathers’

Heinz has apologised after its ‘outrageous’ new tube station ad in London sparked fierce criticism on social media

In a post that has now gone viral on X, author Nels Abbey shared a photograph of the ad at Vauxhall station, with the caption: ‘For my brothers and daughters. 

‘Because, believe it or now, Black girls have Dads too.’ 

In response, one person wrote: ‘Total erasure of Black fathers by such a mainstream brand is shocking. How did this get approved?’ 

Reacting to Nels’s post, which has more than 300 comments at the time of writing, another X user added: ‘I took a picture of this same thing yesterday and tried every which way to make sense of it (they wanted the girl in the middle, which with six  people would be hard) because I didn’t want to believe it. 

‘Why couldn’t he have one parent? Why couldn’t it just be two of them? Just why.’ 

The visual features the words ‘Based on a true story’ in small print. 

A third person admitted they were ‘really triggered by the same poster at Manor House’, adding that the ad was ‘absolutely outrageous’. 

Another comment read: ‘Yet more erasure and stereotypes. I know more black people with present dads than without. 

Social media users questioned the brand's decision to feature both the groom's parents but leave out the bride's father

Social media users questioned the brand’s decision to feature both 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 TV and many times when the meet the parents episode comes around, Black fathers present are rarely featured. 

‘There is a lot more acceptance of different family dynamics but the absent Black father is a trope that has a stronghold.’

Heinz admitted the ad could have ‘unintentionally perpetuated negative stereotypes’ in a statement to The Independent. 

The FMCG giant, widely known for its range of condiments, said: ‘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.’

Some X users defended Heinz, chalking the gaffe down to limited space on the advertising board. 

Some X users defended Heinz, chalking the gaffe down to limited space on the advertising board

Some X users defended Heinz, chalking the gaffe down to limited space on the advertising board 

‘I would say the issue is more down to the space on the advertising board that required one character to be omitted for the aesthetic to have a beautiful woman centre to the advert than anything else,’ one person wrote. 

‘I seriously doubt there is anything sinister in it.’ 

Others suggested the ad had been misinterpreted, writing: ‘Seating arrangement for a top table at a wedding is brides father and grooms mother next to bride. Grooms father and brides mother next to groom. 

‘It’s the groom’s father that is missing.’ 

The divisive Heinz ad is part of a new campaign launched by the American company to promote its jumbo-sized jars of pasta sauce, according to Marketing Beat. 

It portrays the real-life stories of people who have been willing to break traditionally-held conventions and rules because of their love for Heinz. 

For instance, a bride who isn’t concerned about spilling pasta sauce on her pristine white dress, or a grandmother who tucks into her pasta dish before feeding her grandchildren. 

The outlet reported Heinz’s ‘Family Portraits’ campaign is supported by its biggest ad spend of the year so far. 

Following Heinz’s apology, Nels wrote on X: ‘Sense has prevailed. @HeinzUK has apologised.

‘Never forget: Black girls have Dads too.’

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