A Kroger in Atlanta is receiving major backlash after a video of poorly decorated Juneteenth cakes went viral on TikTok. The TikToker, @blaq.monalisa shared a video of the cookie cakes from the bakery section of the store, which had messages written out like "FREE" and "FREE @ Last" on it, that looked amateur and rushed.
Viewers online were disappointed and said that the cakes appeared to be made with no thought to the meaning of the holiday.
Juneteenth is an annual holiday on June 19, when in 1865 the last finally enslaved African Americans in Texas became free—more than two years after the Emancipation Proclamation was signed. The event is widely accepted as a representation of Black freedom and Black advancement. Many viewers in the comments expressed that the characteristics of the cakes were as far removed from the magnitude of the holiday, for example, incompetent or unthoughtful which may translate to disrespect to many.
The video has over 7 million views, resulting in a slew of comments from users on social media platforms. Some compared the poorly made cakes to other events like birthdays, weddings, or graduations and questioned why cakes for Juneteenth were not made with the same attention. Other users questioned businesses with a suggestion that they rethink how they traditionally observe cultural holidays. Further stating, if they don't know how to do it and do it right then they should not do it at all.
The incident comes on the heels of similar criticisms of other major retailers in recent years. For example, last year Walmart got criticized over a Juneteenth-branded ice cream which many people believed commodified the holiday with little context or respect. These moments led to bigger conversations regarding how companies can better approach diversity in marketing and the representation of cultures.
After the video went viral, Kroger issued a public apology, and a company spokesperson said the bakery products “did not reflect the high standards” that Kroger provides at its locations. After announcing the cakes would be pulled from the shelves, Kroger also noted that the incident had been discussed with the team's store involved.
The subsequent TikTok video showed the user had returned and was pleased to see the themed cakes had been removed, but unfortunately, there was no new alternative that properly reflected the holiday. Some users were hopeful that Kroger would consult with Black community leaders or develop better collaborations on what a respectful product would look like if Kroger were to pursue products for Juneteenth in the future.
The controversy has ignited fresh discussions about how big box retailers handle observances such as Juneteenth. While Juneteenth became a federal holiday in 2021, many companies are still figuring out how to acknowledge it in appropriate and meaningful ways and not just as another opportunity for a sale or discount on a product or service.
It's important to approach any holiday that is cultural, and Juneteenth in particular, intentionally, but being sincere, learning from others, listening to many voices, educate your team, and think about what authentically means and isn't an opportunity for marketing," said Reva Friedman, a marketing professor at Loyola University New Orleans. "There are many, many ways to miss the mark - the pursuit of sales to address issues of slavery and Black liberation burden brands and communities deeply.
