Heinz's ad opens with a family on a normal morning routine with a young boy and girl getting ready for school and their father preparing for the office.
The young boy and girl go to the kitchen to get their sandwiches, which are being prepared by a man with a New York accent, dressed in a deli serving outfit, who they refer to as "mum".
When their father goes to get his sandwich he says to mum in the kitchen: "See you tonight love."
However, mum barks back "Hey, ain't you forgetting something?", at which point the two men share a kiss. Mum then sends the father off with the words: "Love you. Straight home from work, sweet cheeks."
The Heinz Ad, via YouTube:
After receiving approximately 200 complaints from people saying the ad was offensive and inappropriate, Heinz pulled it after being on the air for less than a week.
Other complaints include that the ad was "unsuitable to be seen by children" and that it raised the difficult problem of parents having to discuss the issue of same-sex relationships with younger viewers.So, question is, should they have pulled the ad or shouldn't they have?
"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," said Nigel Dickie, director of corporate affairs for Heinz UK.
Dickie 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.
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