Russia’s first major corporate LGBT+ scandal
Social media went into a meltdown this week when supermarket chain VkusVill launched and then suppressed an ad campaign involving a homosexual couple. Vkusvill suffered significant reputational damage in what was the first major LGBT+ scandal to engulf a top Russian company.
VkusVill is a successful Moscow food retailer that is somewhat comparable to U.S. chain Whole Foods. The company promotes a healthy lifestyle and stocks fresh food, healthy ready-made meals, and plenty of sugar-free options. A typical VkusVill customer is a ‘sophisticated’ city resident with a slightly above average budget and a desire to ditch their bad habits.
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