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Heinz withdraws a mayo ad featuring a same-sex kiss for "giving offence"
"The ad has become one of the most complained about of the year"
Food giant Heinz has withdrawn an ad featuring a same-sex kiss after receiving more than 200 complaints from consumers. The advert for mayonnaise featured a New York Deli man replacing a mum in an English household. He was referred to as "mum" by the children in the family and, at the end of the ad, asked his "husband" not to forget to give him a split-second kiss on the lips as he headed off to work.
"The advertisement was meant to be humorous," said Nigel Dickie, Director of Corporate Affairs for Heinz UK. "And we apologise to anyone who felt offended. It is our policy to listen to consumers. We recognise that some consumers raised concern over the content of the ad and this prompted our decision to withdraw it."
Viewers of the ad apparently said it was "offensive", "inappropriate" and "unsuitable to be seen by children", while some parents were apparently upset that they had to explain same-sex relationships to youngsters who were confused by the ad. It has not been decided whether the advertising watchdog will investigate the ad as it has become one of the most complained about of the year.
It follows investigation into Stonewall's "Some People Are Gay. Get Over It" campaign, which received similar complaints when it was posted on billboards around the company. No complaints were upheld.
