Sodomy sells? The vulgar Hello Fresh Pride Month ad
By Easton Martin | June 9, 2026
Meal kit delivery giant HelloFresh is facing a wave of backlash following an explicit Pride Month marketing campaign. The controversy began after the company published an official statement on its social media channels linking its meal offerings to the dietary habits associated with preparation for sodomy.
The company published an official corporate statement on a green background featuring a rainbow company logo. The text 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 ad quickly went viral due to its clear insinuation regarding “prepping,” a term for dietary and cleansing preparations undertaken before engaging in anal sex.
The controversy continued to escalate further when users began interacting with the brand in the comment section. In response to a user asking for a Pride Month discount code, the official HelloFresh account replied: “Use code BOTTOMSUP for a Pride Month discount… you ask we deliver. Literally.”
The choice of the promo code “BOTTOMSUP” served as a double entendre, reinforcing the nature of the marketing campaign.
Conservative media outlets and commentators have condemned the advertisement as vulgar, inappropriate, and entirely unsuited for a mainstream corporate food brand. The promotion crosses a boundary from standard corporate inclusivity into crude and hyper-sexualized messaging.
Some social media users have launched calls to boycott the meal delivery service, voicing their disapproval of the company’s marketing direction.
