This advert for Heinz Deli Mayo - ‘Mayo with a New York deli flavour’ - aired for some 6 days in 2008 before the company withdrew it. They received over 200 complaints in that period, claiming the ad was unsuitable for children because it was ‘inappropriate to see two men kissing.’
AMV BBDO, the ad agency who made the spot, said that the concept behind the campaign is that the product tastes so good, “It’s as if you have your own New York deli man in your kitchen."
Nigel Dickie, director of corporate affairs for Heinz UK at the time, said: "It is our policy to listen to consumers. We recognise that some consumers raised concerns over the content of the ad and this prompted our decision to withdraw it.” He added that the campaign for the new Heinz Deli Mayo product, which was due to run for five weeks, was meant to be humorous and that the company apologised to anyone who felt offended.
A number of MPs, including current opposition leader Jeremy Corbyn, supported Diane Abbott’s Early Day Motion in Parliament, asking for Heinz to reconsider their decision. A petition to reinstate the ad was signed by over 12,000 people, but all to no avail.
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