HelloFresh is a popular food-delivery service that has simplified home cooking with its pre-prepared ingredients. Yet this month, Pride Month, the company ignited a mixture of reactions by posting the following statement on its Instagram:

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.

Since posting the gratuitously sexual advertisement on June 5, the company has elicited over 4,500 comments.

Some have doubled down on their support, writing comments such as, “I wHOLE thank you for your support and service,” “This is iconic” and  “This is the most supportive pride post from a brand I can think of.” Even gay dating app Grindr chimed in, commenting, “right,” to which HelloFresh said, “we’re feeling a little XTRA this month.”

Others have shared feelings of confusion and anger in the comment section. While many wrote to ask what “prepping” means, others shared their disgust and their intent to cancel their subscription. One person wrote, “What are we doing? What’s going on?” while another said, “I was always told pride month wasn’t about this though.”

Yet, instead of apologizing or deleting their ad, HelloFresh has doubled down, responding to comments and posting again a day later about a deal for Pride Month.

In response to a user commenting, “How about a Pride month discount code?? BOTTOMSUP,” on the original post, HelloFresh replied, “Use code BOTTOMSUP for a Pride Month discount.” In crediting the user, they shared an additional post to advertise the deal.

This secondary post elicited more comments, with one account sharing, “You’re a good company. Have you ever considered just… selling food?”

Cockburn can’t help but agree. The initial message caused division and debate so far out of left field that those seeing it wondered if it was a parody.

While the creativity behind the campaign is… unique… Cockburn is struggling with the reasoning. Pride Month was originally part of a liberation movement for gays, to encourage society to accept them as normal. Why, then, must brand accounts go out of their way to highlight the more gruesome aspects of how gay adults have sex?

Inappropriate though the ad may be, people are talking about the product. Perhaps that means they won?