"This is Us" fans finally got to see the episode we've all been waiting for.
And as we all nurse our damaged emotions, the company Crock-Pot is working to fix a damaged reputation.
**Spoiler alert if you haven't seen last week's episode***
"This is Us" fans across the country are evicting their old Crock-Pots after the appliance was demonized for a deadly fire in the show.
Fans took to social media by the thousands, claiming they're getting rid of their slow cookers because of the episode.
SEE FAN TWEETS: Crock-Pot under fire after heartbreaking 'This Is Us' episode
So Crock-Pot made a Twitter account and started tweeting back.
"First, they were quick to respond," Lauren Miller, Director of Client Services for Moxley Carmichael Public Relations, said. "They made sure that they were going to be part of the discussion. Then second I think that they took a step back and thought, let's really understand the sentiment of this discussion and realize we don't need to take ourselves too seriously."
The company posted a statement saying,
We’re still trying to mend ourheart after watching ‘This Is Us’ on Tuesday night. America’s favorite dad and husband deserved a better exit and Crock-Pot® shares in your devastation. Don’t further add to this tragedy by throwing your Crock-Pot Slow Cooker away. It’s hard to pass something down from generation to generation if you throw it away (grandma won’t be too happy). Spending time with his family while enjoying comfort food from his Crock-Pot was one of his favorite things to do. Let’s all do our part and honor his legacy in the kitchen with Crock-Pot®.XOXO,
Crock-Pot® Forever in Your Heart & Forever in Your Home
They even went as far as to hire the show's main actor Milo Ventimiglia to star in a Super Bowl commercial for Crock-Pot.
"Find the ability to forgive," Ventimiglia said in the ad. "And remind ourselves there is no difference so great we can't overcome it."
He then scoops a bowl of chili from a Crock-Pot.
"It felt like a perfect way to have a 'This Is Us' moment with the fan base, but also have but also have fun with the 'Crock-Pot is innocent' direction," said Miller.
She said it was this light-hearted approach that helped grow the brand.
And thus, #CrockPotIsInnocent was born.
The conversation changed on social media from fans hating, fans preparing Super Bowl snacks in their slow cookers.
Crock-Pot also made clear this kind of tragedy with its product is nearly impossible.
Miller said a TV moment that could have ruined the brand ended up bringing new, positive attention to the company.
"Milo getting the chili from the Crock-Pot for the game, I mean it really emphasized some of the reasons you like that product and brought it front and center," Miller said. "I think it could end up helping sales."
If the company's Twitter account mentions are any indication of sales, it appears its strategy is working.