Heinz’s recent marketing missteps highlight key learnings for brands.
- The brand faced backlash due to controversial adverts and partnerships.
- Issues included accusations of racism and unsuitable influencer collaborations.
- Other brands, such as Bud-Light and Innocent Smoothie, have faced similar challenges.
- Expert insights recommend inclusive and thorough creative processes to avoid blunders.
Heinz, a well-known producer of baked beans and tomato ketchup, recently encountered notable backlash following several marketing missteps. These errors included adverts considered tone-deaf and controversies surrounding campaign partnerships. Within a single week, Heinz faced accusations of racism. The first incident involved a depiction of a fatherless black family in a wedding ad that some viewers found offensive. The second controversy arose from a character speculated to resemble a minstrel-esque blackface. These portrayals sparked public outcry, questioning the brand’s sensitivity and awareness.
The situation escalated when Heinz was compelled to withdraw social media content related to a limited edition product, Secret Sauce. This action followed the arrest of a partnering influencer, Yung Filly, in Australia over serious allegations. The incident underscores the significance of thorough background checks and selection processes in influencer collaborations.
Heinz’s predicament is not an isolated case within the grocery industry. Brands like Bud-Light and Innocent Smoothie have similarly faced criticism for their marketing strategies. Bud-Light handled allegations of transphobia linked to its partnership with a transgender influencer, Dylan Mulvaney. Innocent Smoothie also faced backlash and calls for boycotts after supporting a controversial charity.
To address these challenges, Camilla Yates from the creative agency Elvis suggests that Heinz needs to integrate diverse perspectives throughout their creative process. Yates emphasises that diverse viewpoints are not merely formalities but are crucial for adding value to a brand. The challenge lies in the fact that creative departments often lack diversity, being predominantly led by similar demographic groups.
Yates asserts that moving beyond tokenism is vital. Diversity and inclusion should be embedded into the organisational culture. She advises that an inclusive approach to influencer selection and a more varied team of decision-makers could help foresee potential issues with problematic partners. Examples from the agency moving the conversation forward include campaigns that sparked discourse about societal issues, such as homophobia.
Additionally, Yates recommends several strategic actions. Brands should engage directly with diverse communities and partners early in the creative process to gather broad insights. It’s crucial to reassess standard procedures for brand responses across platforms, ensuring these strategies are informed by diverse viewpoints. A framework for evaluating potential issues with content and partnerships should be developed to preempt negative reactions.
Finally, Yates insists on a duty of care towards talent involved in advertising. Brands should ensure comprehensive support structures are in place, from logistical arrangements to awareness of support resources and media training.
Heinz’s experience demonstrates the need for brands to adopt diverse and inclusive practices to navigate modern marketing challenges.
