In late 2014, the hashtag #WhyIStayed was trending on Twitter. Frozen pizza slinger DiGiorno, known for being snarky and clever on social media, wanted to join the fun:
There was just one problem: #WhyIStayed started in response to a video of domestic abuse. Women used the hashtag to tell their own story of abuse and talk about the societal pressures that led them to stay with their abusers.
At best, DiGiorno looked clueless. At worst, it looked like they were making light of a very serious issue. All they wanted was a little brand visibility…and they got it, but not in the way they were hoping.