Meal Delivery Companies HelloFresh and Blue Apron Post Sexually Suggestive Pride Month Ads
Meal delivery services HelloFresh and Blue Apron posted sexually explicit Pride Month advertisements on social media that drew mixed reactions from customers. The posts used double entendres related to sexual acts and included promotional codes with suggestive language. The ads generated both support and cancellations, with some customers calling the content inappropriate.
HelloFresh and Blue Apron, competing meal delivery services, posted sexually suggestive advertisements during Pride Month on Instagram. HelloFresh's post referenced anal sex preparation with language about "prepping" and high-fiber recipes, promoting a discount code "BOTTOMSUP." Blue Apron followed with a post using innuendo about "diving head first into a satisfying box" and asking followers to comment "BOX" for direct messages, which commenters interpreted as references to oral sex. Both posts generated polarized reactions in the comments section, with some customers expressing support while others reported canceling subscriptions and questioning why sexual content was necessary for Pride marketing. The companies' approach follows a 2022 precedent when Postmates launched a "bottom-friendly" campaign developed with an anal surgeon.
What's missing
Official statements from HelloFresh or Blue Apron responding to the controversy are not included; the article notes that Daily Wire reached out to Blue Apron for comment but does not report a response. The scale of customer reaction (total comments, engagement metrics, or subscription impact) is not quantified. Broader context on how other major brands approached Pride Month marketing in 2024 is limited to a brief mention of Target reducing displays.
What different sources said
- Daily WireRight
HelloFresh Rival Saw Grotesque Pride Ad And Said, ‘Hold My Beer’
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