Heinz has issued an apology following a controversial tube station advertisement that sparked accusations of erasing black fathers.
The advert, displayed at Vauxhall and Manor House stations, featured a newly-married interracial couple enjoying a plate of spaghetti.
While the bride’s mother and both of the groom’s parents were present, the absence of the bride’s father drew criticism on social media.
Author Nels Abbey shared a photograph of the advert on social media, with the caption: “For my brothers and daughters. Because, believe it or now, Black girls have Dads too.”
Heinz has issued an apology following a controversial tube station advertisement that sparked accusations of erasing black fathersX/ GettyThe post quickly went viral, prompting a heated debate about representation and stereotypes in advertising.
One user commented: “Total erasure of Black fathers by such a mainstream brand is shocking. How did this get approved?”
Another expressed frustration, saying: “I took a picture of this same thing yesterday and tried every which way to make sense of it… Why couldn’t he have one parent? Why couldn’t it just be two of them? Just why.”
A third said: “I watch a lot of reality TV and many times when the meet the parents episode comes around, Black fathers present are rarely featured.”
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The advert’s small print stated: “Based on a true story.”
In response to the backlash, Heinz issued an apology.
The FMCG told The Independent: “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.”
The advert is part of Heinz’s “Family Portraits” campaign, launched to promote jumbo-sized jars of pasta sauce.
According to Marketing Beat, the campaign portrays real-life stories of people breaking conventions due to their love for Heinz products.
The post quickly went viral, prompting a heated debate about representation and stereotypes in advertising
X/ @nelsabbey
Examples include a bride unconcerned about spilling sauce on her dress and a grandmother eating pasta before feeding her grandchildren.
Some defended Heinz, suggesting the omission was due to limited space on the advertising board.
One user commented: “I seriously doubt there is anything sinister in it.”
Others argued the ad had been misinterpreted, claiming it was the groom’s father who was missing based on traditional wedding seating arrangements.