To be honest, there are few things more enjoyable than watching a large corporation’s social media campaign go down in flames. Brands seem increasingly desperate to sell you sh*t, which makes the accompanying schadenfreude all the sweeter when failure inevitably occurs.

Ritz Crackers became the latest casualty when its Women’s World Cup-themed Twitter campaign hit the sh*t fan. For some reason, the Nabisco-owned cracker decided to make its presence known at the ticker-tape parade for the U.S. Women’s National Team, who recently won the World Cup. It then selected one ill-advised photo of midfielder Ali Krieger and caption to run in the below tweet.

https://twitter.com/Ritzcrackers/status/619561859910377472

Twitter users spotted a good ol’ fashioned controversy and ran with it.

https://twitter.com/Lakergregg/status/619570317615321088

https://twitter.com/misterkevpowers/status/619572576600240128

https://twitter.com/jbrentpage/status/619571675722428416

https://twitter.com/DerekRHooker/status/619569521972543488

https://twitter.com/bluemoonpottery/status/619565909653458944

https://twitter.com/GameOnGreggy/status/619565412485890049

It’s safe to assume that at least a handful of those tweets were meant earnestly, as in the users genuinely believe Ritz made a racially insensitive comment towards white Americans. Disregarding the fact that reverse racism (or, in the American sense, racism against whites) doesn’t actually exist, these tweets mirror other opinions white Americans have aimed at the country’s food industry. One misguided Iowan recently started a petition to get Cracker Barrel to change its name because “Cracker” is offensive to Americans of European ancestry.

Of course, Ritz’s tweet was just poorly worded, but don’t tell these people—their responses are social-media gold and the only reason we’re paying attention to Ritz’s ticker-tape Twitter presence.

Also, shouts out to legit jokes.

https://twitter.com/bryanturriff/status/619571424202637312

[via The Daily Dot]