The internet is abuzz with reactions to HelloFresh’s latest Pride Month campaign. The meal kit delivery service posted a cheeky message on Instagram that has since gone viral, sparking a heated debate among users.
The post, which hinted at anal sex preparation with a high-fiber diet, received a mix of praise and criticism. As of Monday night, it had garnered 106.9k likes, 6.1k comments, and 2.7k reposts, showcasing the polarizing nature of the campaign.
HelloFresh’s Cheeky Campaign
HelloFresh’s Instagram post 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.” The post was a playful nod to the importance of a high-fiber diet for those engaging in anal sex during Pride Month.
The social media team at HelloFresh quickly responded to a user’s request for a discount code, offering “BOTTOMSUP” for a Pride Month discount. This further fueled the conversation, with users either cheering the brand’s boldness or calling for a boycott.
Supporters Praise the Campaign
Many users praised HelloFresh for its creative and inclusive approach to Pride Month. Plasma, a favorite from RuPaul’s Drag Race, commented, “Girl it’s THEE month for eating.” Out gay actor Jason Caceres wrote, “This…is…allyship.” A trans woman approved of the message, saying, “As a doll, I approve of this message.”
Denver podcaster Tory Shulman, who is straight, expressed her admiration for the campaign, writing, “I’m obsessed with this whole campaign. Bravo to have the balls to stand up for the LGBTQ community!”
Critics Call for Boycott
Not all reactions were positive. Lacey Lynn, an anti-LGBTQ+ Instagram user, shared the post, writing, “@hellofresh you have just disgusted millions of people. Congratulations!” Out lesbian anti-transgender activist Ani O’Brien denounced the post as “regressive and distasteful,” blaming trans and queer members of the LGBTQ+ community for pushing corporations toward a “fetish convention.”
Wade Miller, executive director of the Center for Renewing America, also criticized the post, writing, “Interesting choice by @HelloFresh. It wasn’t enough for them to merely celebrate Pride Month, they went the extra mile in associating their food with human a–holes, enemas, and sh–. Bold strategy. Unsubscribed.”
Calls for a boycott of HelloFresh have since surfaced, with users canceling their subscriptions and sharing their disapproval online. Some compared the campaign to other recent corporate marketing misfires, including those from Bud Light and Jaguar.
The conversation has since escalated, with users pedaling their personal opinions about Pride Month and the word “woke” being posted frequently. Despite the backlash, HelloFresh has doubled down on its campaign, offering a further discount code to use during Pride Month.
