News and Analysis

HelloFresh Crosses Line With Repulsive Pride Month Ad. It’s Sickening.

HelloFresh tries to roll back the clock to a much more explicit era of Pride.

Drew Berkemeyer
HelloFresh Crosses Line With Repulsive Pride Month Ad. It’s Sickening.
REUTERS/Andrew Kelly/File Photo/GettyImages

Meal-kit delivery giant HelloFresh is facing backlash after publishing a Pride Month advertisement that many critics described as vulgar and unnecessarily sexual.

The company, which delivers pre-portioned ingredients, recipes, and cooking instructions directly to customers, posted the ad on social media Thursday as part of its Pride Month marketing campaign.

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