Tweeting out trending hashtags without regard to their meaning or context online is just a bad move for any celebrity or company in the public spotlight — just ask Adam Richman. Whoever was handling the DiGiorno account last night probably should’ve known better before using #WhyIStayed in a tweet, but here it is anyway in service of selling frozen pizza. Because of the Ray Rice news, domestic violence is all over the news right now, and #WhyIStayed happens to be an especially significant and poignant domestic-violence-awareness hashtag.
It’s since been taken down, but here’s what DiGiorno posted:
After deleting the tweet, the individual launched into damage control at breakneck speed, sending direct, profuse apologies late into the night and again this morning to any and every horrified person who tweeted at the account. “I didn’t research a hashtag before posting and am paying for it dearly,” reads one. “I couldn’t be more sorry.”