Heinz, the food giant, recently faced backlash after two of its advertisements were accused of perpetuating racial stereotypes. The Halloween-themed “It Ha Ha Has to be Heinz” ad by Gut Agency was said to resemble minstrel shows, while an out-of-home ad titled “Family Portraits” by VML Spain depicted an interracial wedding but omitted the Black father of the bride. Both ads have since been pulled.
This incident serves as a reminder of the potential repercussions of culturally insensitive advertising. A survey by Censuswide commissioned by RWS found that 85.6% of 500 respondents from the UK and US have seen culturally inappropriate or irrelevant ads. This number jumps to 95.65% among Gen Z.
Interestingly, 71% of those surveyed said they are more likely to engage with brands that respect cultural nuances. Hyunsun Yoon, a senior lecturer in strategic communication at City University of London, highlights the importance of “corrective marketing” after such blunders.
Heinz responds to controversial ads
Yoon references the example of H&M, which faced backlash for a controversial ad but responded with bias training for staff and a commitment to increasing diversity. Rich Miles, CEO and founder of The Diversity Standards Collective, a consumer research firm, reports an increase in brands seeking to ensure their advertisements are culturally sensitive following the Heinz backlash. He suggests that brands need ongoing conversations with minority communities rather than reactive measures.
Krissie Petfield, head of marketing for Hai at RWS, urges advertisers to consider semiotics—the study of signs and symbols in communication. She notes that visual communication involves more than just appealing imagery; it requires understanding the symbolic meanings to resonate across cultures. Trevor Robinson, founder and executive creative director of the agency Quiet Storm, views mistakes as opportunities to scrutinize the decision-making process.
He advocates for better representation in advertising and stresses the importance of diverse teams being involved in decision-making. The Heinz controversy underscores the ongoing need for brands to prioritize diversity, equity, and inclusion in their advertising efforts. By engaging with minority communities and considering cultural nuances, brands can avoid missteps and foster inclusive representation.
