HelloFresh Gets Cheeky With Pride Month Message

I guess we can’t call this performative marketing:

HelloFresh decided to get a little bold with its latest marketing for Pride Month. On Friday, the meal kit company posted a statement on Instagram that read: We know eating isn’t always a top priority this month. We respect that. But for those of you who are… prepping… we have an extensive lineup of high-fiber recipes available. Happy Pride.” The post was clearly a cheeky reference to how gay men often prepare for sexual activity.

On Instagram, many fans were all for the brand’s creative approach. The comment section was filled with praise, with one person writing, “This is what happens when a brand trusts its marketing team. Excellent work.” Another said: “I wHOLE heartedly thank you for your support & service.” One fan even saw an opportunity and asked, “How about a Pride month discount code??”, suggesting the code be “BOTTOMSUP.” HelloFresh quickly jumped on the idea, replying, “Use code BOTTOMSUP for a Pride Month discount.”

Read the full article. The cult is screaming, of course.

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