A gay rights group is boycotting Heinz after the company withdrew an advert for mayonnaise showing two men kissing.
Heinz said it withdrew the television commercial for its Deli Mayo following “consumer feedback”.
The ad was launched just over a week ago and had been due to run for five weeks.
However, viewers objected to the scene of the men kissing, complaining to the Advertising Standards Authority that it was “offensive”, “inappropriate” and “unsuitable to be seen by children”.
The ASA said it had received 202 complaints. A spokeswoman said the authority had not yet decided if it would investigate.
Gay rights group Stonewall today urged gay consumers to stop buying Heinz products.
Ben Summerskill, the chief executive of Stonewall, said: “We’re shocked that an innocuous ad should have been withdrawn in this way.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.
“Our phones have not stopped ringing with supporters who are deeply upset.”
The ad is set in a family kitchen with two children picking up their sandwiches from “Mum” before heading off to school.
The “Mum” turns out to be a New York deli worker dressed in a white apron.
When the father of the house gets his sandwich he bids goodbye with the words: “See you tonight, love.”
The man then asks: “Hey, ain’t you forgetting something?” before the father then gives him a peck on the lips and leaves the house with the man calling after him: “Love you. Come straight home from work, sweet cheeks.”
Nigel Dickie, a spokesman for Heinz UK, said the ad was intended as “a humorous take on a slice of life”.
He 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.
“The advertisement, part of a short-run campaign, was intended to be humorous and we apologise to anyone who felt offended.”