DiGiorno Pizza, known for its quick wit and reaction to real-time social media conversations, recently made a careless mistake with one tweet.

After a video surfaced of former Baltimore Ravens player Ray Rice punching his then-fiancée, thousands of women used the hashtag #WhyIStayed to discuss their experiences in abusive relationships.

Before researching the hashtag, DiGiorno tweeted the following:

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DiGiorno deleted the tweet within minutes and offered an apology:

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In addition to the apology, DiGiorno responded to its followers with a series of personalized, sincere tweets.

Everyone makes mistakes. There’s a person behind every tweet, after all. At Gavin, we appreciate DiGiorno’s social team acknowledging its mistake and its efforts to apologize.