The hashtag #LadyChiles became a trend within social networks for a good part of the afternoon this Tuesday. At the end of August 2014, the hashtag #LadyChiles became a trend within social networks after a woman identified as Adriana Rodríguez de Altamirano, exhibited her then domestic employee from social networks for having “stolen” a chile en nogada. At that time, the material generated a controversy that kept #LadyChiles in the Argentina Mobile Database conversation within social networks for several days where even the National Council to Prevent Discrimination (Conapred) intervened in favor of the affected employee. Although this already has more than a five-year history, the truth is that now the hashtag has regained strength after the Vips restaurant chain began a campaign to revive the case and find the affected woman.
The already well-known hashtag #LadyChiles became a trend within social networks for a good part of the afternoon this Tuesday. According to the figures provided by Twitter at the end of this note, #LadyChiles has been the subject of conversation with 2,068 related tweets, which has been accompanied by the hashtag #Amparo Te Queremos, which has been promoted by the brand operated by Alsea. The bet of the mara goes hand in Brother Cell Phone List hand to promote its festive menu for September 15, where the chile en nogada is an important part. This has generated all kinds of comments on social networks, where while some people were given the task of giving the brand data to locate the affected woman more than six years ago, others criticized the time of the communication effort of the firm. In the midst of the situation in the country and the criticisms that were issued against Alsea, the effort of Vips has as many successes as errors, at least in the eyes of consumers. While some have applauded the intention of the chain to find this woman and grant her all the chiles en nogada that she can eat for free,
many others have criticized the decision to revive a problem of discrimination to promote a seasonal menu, especially considering the, described by the consumer, “mistreatment, that Alsea gave its employees in the middle of the pandemic in the country. Although soon to determine if the brand strategy was successful, the only thing that each clear is that the time and the context in which both the promotion and communication strategies are executed play a fundamental role. Although this is not new, it is true that we have seen repeated cases where brands simply make mistakes and lose track of these two factors. As #LadyChiles shows, the network never forgets.