🍅 Ketchup got Heinz in trouble. Again.
This time, it wasn’t just a bad campaign. It was two.
How did we get to the point where ketchup ads are now the battlegrounds of racial representation debates? Well, grab your fries 🍟, because this Heinz controversy serves up a whole lot more than condiments.
Let me start by saying that advertising isn’t easy—especially these days. I get it. Brands are in constant pursuit of that elusive viral hit, trying to stay relevant, "woke," and sell you something all at the same time. And people… well, people are in the constant pursuit of telling brands how they do them wrong… or are they? Dramatic face incoming.
Because, excuuuse me: did we solve world hunger, poverty, and climate change already?
Judging by the outrage over Heinz ads, it seems we’ve got plenty of time to nitpick every detail of every commercial.
Are we really drawing lines to 19th-century minstrel shows now?
Okay, let’s take a step back. Heinz—yes, the ketchup people—ran two ads, and in true 2024 fashion, they’ve been accused of everything from erasing Black fathers to evoking minstrel shows.
It begs the question: have we run out of real problems to solve?
The First Offense: The Wedding Ad
So, here’s the deal: Heinz put out an ad showing a newlywed interracial couple at a wedding, complete with the bride’s mother but no father in sight.
Cue the outrage—people were upset that this ad was erasing Black dads. There were heated comments, viral tweets, and social media posts, all because of a missing dad in a ketchup ad.
Now, don’t get me wrong—representation matters. But did we just solve world peace overnight? Because the energy put into dissecting this ad as some symbol of racial erasure feels a bit...over the top.
Are we really so hyper-focused on inclusion that we can’t even let a ketchup ad go without controversy?
Then Came The Ketchup Lips
Right when Heinz was probably thinking, “Phew, we dodged that one,” they roll out another ad.
This time, a Black man with exaggerated red lips covered in ketchup. It was just in tune with the upcoming Halloween and everyone thought they would have a good laugh.
But suddenly, people are making references to minstrel shows from the 1800s. Really?
This 1800s reference👇
I mean, who had so much time on their hands to dig up this one???
And, more importantly, in 2024, we’re still making historical leaps from a condiment ad to 19th-century racist performances?
Do we honestly believe Heinz, a company famous for its ketchup, is in the business of reviving offensive theatrical tropes from two centuries ago?
Looks like we do:
I’m not buying it.
This feels like we’re reaching—stretching so far that it’s hard to even connect the dots.
Are We Losing Perspective?
In our collective quest for inclusion and diversity, are we losing perspective a bit? These issues are important—absolutely. But are we really solving racial injustices by going after every single ad that misses the mark?
Let’s break it down:
Context matters. Not every mistake is an assault on diversity.
Intent matters. If a company is genuinely trying to be inclusive, let’s not jump to the worst conclusions.
Proportionality matters. Not every ad deserves to be picked apart like it’s a dissertation on social justice.
Focus on real change. Are we creating more noise than solutions with these outrages?
Keep the conversation productive. We can call out missteps without acting like every ad is a moral battleground.
Look, brands should do better, and they can. But dragging ketchup ads through the mud like this feels...excessive.
There are real issues to tackle—like improving representation in meaningful, impactful ways. But when we start nitpicking every detail, we risk missing the forest for the trees.
We’ve got serious problems in the world. And they won’t be solved by turning every commercial into a cultural war. Heinz didn’t get it right, but let’s keep our outrage for the things that truly deserve it.
So, is our focus in the right place, or are we just spinning in circles? What do you think?