HelloFresh’s Pride Month Instagram post—framed around a “prepping” message and high-fiber recipes—drew a flood of reactions online after it prompted comparisons to gay men preparing for anal sex. The company later added a Pride promo code, “BOTTOMSUP,” and mar
When HelloFresh posted a Pride Month message urging people to “stop scrolling, start stirring,” it didn’t just catch attention—it detonated a national debate that spilled well beyond the usual recipe crowd.
The meal kit delivery company’s Instagram statement. published during Pride Month. referenced what it described as people “prepping” and pointed followers to “an extensive lineup of high-fiber recipes.” The post included the line: “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.”.
Within hours, the language became the story. Some commenters read the post as alluding to how gay men prepare for anal sex by increasing fiber intake. Others dismissed it as an off-target attempt at Pride-themed humor from a food brand.
HelloFresh’s next move sharpened the moment even more. After the initial post, the company released a Pride Month promo code—“BOTTOMSUP”—after a fan’s comment requested it. The campaign’s visibility kept climbing in parallel with the backlash.
By Monday morning, Friday’s initial Instagram post had tallied 105,000 likes, 5,000 comments, 2,000 reposts and 102,000 sends. The company also has 626,000 followers, giving the post a large platform for both praise and criticism.
In the comment section, the reactions were blunt on both sides. One critic wrote: “How did we get here as a society?” Another commented: “This is the strangest advertising I’ve ever seen especially for a food company.”
But supporters also showed up in force. One fan wrote: “Sorry everyone else. this has officially won the internet for the month of June. and nothing can top it (pun absolutely intended).” Another supporter said: “I wHOLEheartedly thank you for your support and service. ” and HelloFresh replied: “Thank you from the BOTTOM of our hearts.”.
The debate didn’t stay confined to Instagram. On LinkedIn, PR and marketing professionals weighed in—some arguing the post was targeted and timely, others calling it offensive.
Unbiased Marketing’s growth lead. Fraser Lynch. wrote: “In a month full of quite frankly. half-arsed attempts at jumping on the pride flag. this ad from HelloFresh really stopped me in my tracks.” He said he appreciated the post’s “targeted and relevant copy for its target audience. ” its “trending format. ” and the “combination of humor and sass.”.
On the other side, Duncan Owen—identified as an Havas Media Group alum and Craft Media London’s head of insight—took a harsher view. He wrote: “Good Lord, HelloFresh, what were you thinking? This is disgusting.”
The speed and scale of the reaction have left the core question hanging in the air: did HelloFresh aim for Pride as a lifestyle moment—or did it mistake shock for meaning?
Either way, the company inserted itself into a month already crowded with corporate symbolism, forcing consumers, communications pros, and people who don’t typically follow meal kits to take a position on what “safe” celebration should look like.
The company now faces a clear test going forward: whether it doubles down on the same “stop scrolling, start stirring” style, or pivots toward something less likely to read as sexual—and more likely to land as broadly celebratory for the entire LGBTQ+ community.
Several alternative approaches floated in the aftermath underline the split. One idea was to send meal kits to Pride parade organizers in cities from New York City to San Francisco. where Pride parades draw up to 5 million attendees and can take months of planning from local LGBTQ+ non-profits and grassroots activist coalitions.
Another proposal centered on partnering with LGBTQ+ chefs on limited-edition meal kits, pointing to LGBTQ+ chefs including Queer Eye’s Antoni Porowski and Top Chef host Kristen Kish, who have worked with food brands including Kind Snacks and Whole Foods.
A more traditional route was to donate a portion of June’s proceeds to LGBTQ+ organizations including Human Rights Campaign, GLAAD and PFLAG, potentially paired with a “PRIDE” promo code and website or app updates like rainbow colorways.
For many. though. the most immediate takeaway is simpler: HelloFresh’s Pride effort succeeded at one thing—getting people to stop. read. comment. and argue. The question is what comes next. and whether the brand can turn this kind of attention into something that feels like respect instead of provocation.
HelloFresh Pride Month Instagram marketing backlash LGBTQ+ advertising BOTTOMSUP promo code high-fiber recipes
People are really mad at a meal kit post? The “prepping” thing is being taken way too far.
I saw someone say it was basically like telling gay dudes to eat fiber before anal or whatever and now I can’t unsee it. Like why would they even put that word there??
Wait so the promo code was “BOTTOMSUP”?? That sounds like it could mean like… bottoms up drinks?? But also like… yeah internet gonna ruin it. I hate that I have to think about it at all with food.
Companies always try to be edgy for Pride and then act surprised when it goes sideways. I don’t even eat HelloFresh but that post would make me laugh and then I’d be like ok chill. Also the fiber lineup thing sounds normal until you read it twice.