September 9, 2014 10:20 AM EDT

Monday night provided the perfect example of why social media can be simultaneously inspiring and soul crushing.

Twitter lit up after the suspension of NFL player Ray Rice for beating his wife Janay, with thousands of women opening up about #WhyIStayed in violent relationships. Janay Rice has faced criticized for her decision to stay with her husband following the incident of domestic abuse.

But in an attempt to stay #social #media #relevant, DiGiorno’s Twitter account hijacked the trending hashtag to … sell frozen pizza.

Quickly realizing its error, DiGiorno deleted the tweet and explained that it actually hadn’t taken the extra ten seconds to click on the hashtag to see what exactly it was contributing to.

A million apologies. Did not read what the hashtag was about before posting.

— DiGiorno (@DiGiorno) September 9, 2014

DiGiorno’s entire “brand” relies on snark and exploiting trending topics. But this instance was nothing like cracking jokes about #TheSoundofMusicLive.

And it has been apologizing to the many people it offended ever since:

Brands, please: look before you tweet.

(h/t: Mic)

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