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| That's right. We should all "Be Fat Free." |
I walked into my local Kmart store on a random day, at a random time, kids in tow to buy some cheap nonessential crap. Which is pretty much the only thing anyone goes to Kmart for--Cheap crap. What I didn't anticipate was that I would feel like said crap after viewing their "Be Fat Free" signs. And I have a pretty good body image. I'm part of a great group of gals, and we all do our best to build each other up, all the while, these sort of images work to tear us back down again.
I've posted to their Facebook wall in hopes to get the sign taken down. I got nothing but condescension and, despite the fact that several of us wonderful ladies jumped in complaining, we got the same cut and paste message from Kmart! I started to lose my patience and during the course of my efforts, I happened upon this:
Kmart's "Be Fat Free" Marketing Campaign!
There's a whole marketing scheme rolled out for this! Which means that a marketing team had to sit down, decide that this was a GOOD idea and then bring this shit to life! "Be Fat Free" is in print, it's on their website. It's on their parent company's (Sears) website!
As a matter of fact, this promotion makes so little sense, the Sears search tool makes my point for me:
Look what comes up in "Be Fat Free" on their site!
That's right. Shapewear is first. Then fucking salad dressing. You know what you are to Sears/Kmart, ladies? You're a condiment. I can only think that what they meant to do was body shame women into buying their shapewear. I mean, who's "fat free"? Yogurt is "fat free". As Sears themselves suggested, dressing is "fat free." You know what's NOT "fat free"? People, you giant corporate tools. Fucking people.
Unless what you are marketing to is people who actually have zero percent body fat, and you already have tons of products for them:
The only thing a "fat free" person needs surrounding them.
Assholes. Want to tell them what you think? #FatFreeMyAss
https://www.facebook.com/kmart
https://twitter.com/Kmart
https://twitter.com/Sears
https://www.facebook.com/sears
Corporate number: (847) 286-2500
Update: This seems to be their Ctrl V Ctrl P answer for everyone who comments on this. Let us know if you get something different!
