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VkusVill - Recipes for Family Happiness

Company: VkusVill
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Brand: VkusVill
Ad Title: Recipes for Family Happiness
Business Category: Retail
Media Outlets: Social Media
Country: Russia
Region: Europe
Agency: in-house
Year: 2021
Target: Mainstream

This controversial social media ad shows a real, all female family, including mother Yuma, daughters Mila and Alina -- and Alina's girlfriend, Ksyusha.

At first VkusVill, which means TasteVille, posted the ad at the end of Gay Pride month in June with the message: "We think it would be hypocritical not to talk about the real families among our shoppers. We advise you to weigh up all the pros and cons, before reading this article."

Russia passed a 2013 law that bans content deemed to be spreading gay "propaganda" to minors and may have run afoul of the law.

VkusVill later placed an apology under a new photo with a different, male-female family on Instagram: "There was an article here that hurt the feelings of many of our customers, staff, partners and suppliers. We regret that this has happened, and we consider this publication to be our mistake, a manifestation of the unprofessionalism of certain employees."

One of the daughters in the ad, Mila, said that after the ad appeared she got "threats to murder my family" and homophobic abuse online, per BBC News. "But I also received just as many messages of support."


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