London, June 25 : Heinz has been forced to withdraw its mayonnaise TV ad featuring two men kissing in face, following complaints from viewers branding it 'offensive'.
The Advertising Standards Authority received more than 200 complaints about the Heinz Deli Mayo ad, forcing it to be pulled in less than a week.
Viewers claimed that it was "inappropriate to see two men kissing", "unsuitable to be seen by children" and making difficult for parents to discuss same-sex relationships with kids.
Gay rights group Stonewall have urged people to boycott Heinz products.
"We're shocked that an innocuous ad should have been withdrawn in this way. I can't imagine that Heinz would respond to protests about black people featuring in their adverts," the Mirror quoted Ben Summerskill, chief executive of Stonewall, as saying.
Nigel Dickie, director of corporate affairs for Heinz UK said that consumer feedback prompted them to withdraw the ad.
"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 said.
Dickie insists that the campaign for the new Heinz Deli Mayo product was meant to be humorous.