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Yesterday, DiGiorno Pizza’s Twitter (or the poor sap who runs its social media marketing) happened upon the #WhyIStayed hashtag. The hashtag is meant to operate as a space where victims of domestic violence share their own personal stories of why they stayed in abusive relationships. It is a very serious and heavy topic, and it is certainly not the place to crack a joke and market your shitty frozen pizza.

DiGiorno apparently didn’t get that message.

Bizarrely, DiGiorno Pizza decided that this space of all spaces would be a good place to lay down an incredibly tone-deaf joke.

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DiGiorno quickly deleted the tweet because, holy hell, accidentally making light of domestic violence is a bad marketing move.

The account has spent the better part of a day apologizing profusely for not, you know, researching what the #WhyIStayed hashtag is supposed to be used for. At some point, DiGiorno Pizza may have to invent new words to express how sorry they are.

[Deadspin]