DiGiorno Pizza is doing damage control after posting an offensive tweet making light of domestic violence with the hashtag #whyIStayed. The company attempted to participate in a trending hashtag, but did not research what the hashtag was about before posting.
This mistake lead to a tweet that many found offensive regarding a sensitive subject- domestic violence. Following the Ray Rice domestic abuse scandal, the hashtag #whyIstayed began to trend. The hashtag was designed to shed light on why some women stay with an abuser. However, DiGiorno was not aware that the hashtag was dealing with domestic violence so tweeted:
"#WhyIStayed You had pizza."As soon as the tweet when live, tweeters jumped on the company for their offensive remark.
@DiGiornoPizza no words for how disgusting, appalling and tone deaf your company's #WhyIStayed tweet was. For shame. #domesticviolence — Katy Otto (@exfkaty) September 10, 2014
Look before you tweet ok. @DiGiornoPizza's gaffe trying to gain exposure over a trending hashtag is unbelievable http://t.co/BSwCqGEUTN — SeanaLyn (@SeanaLyn) September 9, 2014DiGiorno made a couple public apology tweets admitting that they did not research what the hashtag was about before posting and within seconds of receiving the backlash deleted the tweet. However, a screen shot of the ill-fated tweet can be seen below.
The apologies went as follows:
A million apologies. Did not read what the hashtag was about before posting. — DiGiorno Pizza (@DiGiornoPizza) September 9, 2014
We heard from many of you, and we know we disappointed you. We understand, and we apologize to everyone for this mistake. — DiGiorno Pizza (@DiGiornoPizza) September 9, 2014However, some tweeters were equally appalled to learn the company tweeted on trending hashtags without thoroughly researching them.
Which is more insulting? @DiGiornoPizza busting into #whyistayed hashtag or claiming a brand would post hashtag w/out knowing its meaning — BrianLustig (@brianlustig) September 9, 2014
@brianlustig @digiornopizza I think all tweeters can take a lesson away from this look before you tweet.The DiGiorno mistake highlights the importance of those posting to social media to know exactly what they are posting about. What do you think about the DiGiorno #WhyIStayed tweet? Was it an honest mistake or a stunt for publicity?
— tyler shepard (@tylershepard223) September 9, 2014