I have a boring but important question. During a global crisis like COVID-19, what obligation do big brands have to help out those in need? If, for example, part of their business model includes sending free products to celebrities, is it a bad idea to (very publicly) continue the practice right now? For many of Mindy Kaling’s Twitter followers, the answer was a resounding yes, as the star learned all too well after an innocent tweet asking for kitchenware advice went awry. Within minutes, top-shelf kitchenware brands like Le Creuset had offered Kaling a free set, and fans weren’t happy. They were, however, eager to copy her “trick” for free goods.
Kaling’s original tweet said this: “I have a boring but important question. I need a new whole collection of pots and pans (like everything; a wok, griddle etc). Is there a brand that sells them all in a pack or box? I want this to be super easy! Thank you!”
https://twitter.com/mindykaling/status/1257357715535470597
Ten minutes later, Le Creuset was at her service: “Hi Mindy! We would love to send you a full set of our colorful, versatile, long-lasting cookware. We’ve got you covered with the wok, griddle, etc. as well. Now the real question is: Which color(s) would you like?”
Hi Mindy! We would love to send you a full set of our colorful, versatile, long-lasting cookware. We've got you covered with the wok, griddle, etc. as well. Now the real question is: Which color(s) would you like?
— Le Creuset (@lecreuset) May 4, 2020
This comment quickly became the focus of Kaling’s thread, as fans weighed in about the company’s decision to do this so publicly. “In the middle of a pandemic that is leaving 30 million of us desperate and unemployed, you should have maybe thought about contacting Mindy via direct message,” one commenter suggested. “Posting this on Twitter is tacky and quite tone deaf.”
In the middle of a pandemic that is leaving 30 million of us desperate and unemployed, you should have maybe thought about contacting Mindy via direct message. Posting this on Twitter is tacky and quite tone deaf, @lecreusetpic.twitter.com/3Ybbs3E2y5
— BerlinChicagoGurl (@berlinchicago14) May 5, 2020
Others chimed in agreeing with the sentiment, while many more tried to use Kaling’s “trick” to get a set of their own. This one really broke our hearts: “Hi @lecreuset I’m a working mom of 3 boys w/ a husband [whose] been unemployed since March (bartender). The last set of new pots & pans we got was on our wedding day, 15 yrs ago. Can we get a free set of cookware too?”
Hi @lecreuset I'm a working mom of 3 boys w/ a husband who's been unemployed since March (bartender). The last set of new pots & pans we got was on our wedding day, 15 yrs ago.
Can we get a free set of cookware too? Red would be fantastic, but or blue or yellow are cool too. ❤️
— Chris Campbell | Author 🎶❤️🌞🌧️ (@AutumnMacLeod75) May 6, 2020
Hi 🙋🏻♀️ I'm poor. I'll take the ugliest color you have. Hell the pieces don't even have to match, I'll take anything. That collection from a few years ago that tanked? It'll find a VERY loving home in my kitchen thx
— ashley 🤍 (@ashtagging13) May 4, 2020
Hey @lecreuset I am a poor social worker who loves to cook when I'm not therapizing. I need cookware and I love the color green pic.twitter.com/Oi3wexcmK5
— Kristen (@kristen_cares) May 4, 2020
Other fans took things further, seeing if they could get their own “boring but important” questions equally rewarded. “I have a boring but important question,” one commenter wrote. “I need a new whole wardrobe of high fashion clothing and accessories…Is there a brand that sells them all in a pack or box? I want this to be super easy!”
https://twitter.com/e_alexjung/status/1258102282392154112
https://twitter.com/bmtlk_/status/1257944952526434306
I'm convinced this works so here we go:
I have a boring but important question. I'd like that @hbomax gift box a bunch of my critic friends got (with like everything; wireless earbuds, chess set, etc.) Is there a way to get on that mailing list? I want this to be super easy. https://t.co/hpbnXSZaDH
— Kevin Jacobsen (@Kevin_Jacobsen) May 6, 2020
Kaling has already responded to the controversy by announcing that she’s donated £1000 to Harmony House, a charity organization for street children in India. “Great point, fellow Mindy,” she wrote to a fan who pointed out that the Office star could easily afford them. “So in honor of @lecreuset’s generosity to me, I just donated £1000 to Harmony House…we all win.”
We think Kaling handled it beautifully, and we love that she’s listening to her fanbase and being thoughtful about her privilege in this moment. While no one likes Twitter backlash, at least this one has sparked a trend of copycats we’ll be laughing over the next few weeks…heck, why not even try your own “boring but important” question? What do you have to lose?
Before you go, check out these celebrities who famously don’t have social media.
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