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Heinz Advert

Heinz Deli Mayo 'Mum'

The ad features a (shudder) "gay family" where they refer to one of the men as "Mum"

Although I wouldn't want to called 'mum' in a similar situation, I think it's refreshing to see mainstream commercials that treat gay couples as valid family units.

Please take a moment to thank Heinz for acknowledging that we are not sick, twisted people -- many of us are just like the neighbours!

Although gay 'marriage' is not yet allowed in England, gay unions are the accepted alternative at this time. Of course, you can probably tell by the accent that this ad is English, but no doubt a similar ad should be expected in the United States and Canada.

Send an email letter to Heinz or call them. Their corporate headquarters' phone number is 412-456-5700 and their toll-free number is 800-255-5750. Tell them you enjoyed the ad and if you saw an ad such as this running in the Americas, there would be no doubt in your mind which brand of ketchup and pickles you would be buying!


( 8 comments — Leave a comment )
Jun. 26th, 2008 12:05 pm (UTC)
I think the ad has been withdrawn by Heinz in the UK
Jun. 26th, 2008 04:28 pm (UTC)
Heinz yanks gay commercial over 200 complaints
F.Y.I.: After receiving more than 200 complaints about a Heinz Deli Mayo advertisement in less than a week the advert has been yanked from the tube.

The entire advert is regular in every way except for featuring gay household. In it, two kids have their sandwiches packed by one male dad and is referred to as "Mum". Finally, the office-working father enters the kitchen, picks up his prepared lunch, and says, "See you tonight, love." After "Mum" notes that he is forgetting something, the father gives him a quick peck and leaves the house muttering nothing but words o' love.

This scene could have been played out quite easily by a heterosexual couple and no issues would have been raised. Instead, 200 people were revolted at the sight of a loving family with male parents. According to viewers, the ad was "offensive," "inappropriate", and "unsuitable to be seen by children."

Clearly, society is not beyond the gay movement. By yanking their advert, Heinz is indicating that they were in the wrong. But it is OK for people to feel uncomfortable by particular social interactions. Not long ago people also cringed when they saw minorities and then biracial couples on television. These feelings of unease signal to people that they need to reflect upon themselves and determine how the advertisement conflicts with their belief-systems. This process will ultimately cause a re-shifting in thinking as people consciously or unconsciously attempt to alleviate the uneasiness that they feel.

Complaint letters are an ineffective and superficial way of dealing with this conflict because it offers no long-term resolution. It only prolongs how long a person will have to eventually deal with the fact that a male couple are capable of not only loving each other but also of effectively raising a family.

Kudos to Heinz for being bold and challenging our beliefs regarding the definition of "family". However, just as gay men and women hold hands despite the snickering, name-calling, or worse, so too must Heinz hold its head up high with pride for those who can't.
Jun. 27th, 2008 03:42 pm (UTC)
Heinz Ad
Hi I'm from Pittsburgh PA, I went to high school right above their factory. I've been on a tour, when I saw the ad I thought, oh this will never last. Someone will get to the management in Pittsburgh and it will be over. Sad, we have gay marriage in CA but let two gay men kiss.......Tom
Jun. 28th, 2008 04:08 am (UTC)
It would be interesting to know if the complaints were from the general population or from some organised conervative group. I have a feeling it would be the latter.
Jul. 1st, 2008 03:04 pm (UTC)
My Letter to Heinz
I was very disappointed to read "Heinz pulls mayo ad with men kissing after complaints"

As a Heinz customer and a gay man, I was very impressed that you ran the advert.

It's important for everyone to understand there are more than one sort of 'family' out there, and we're consumers too!

I understood that the advert was intended to be humorous and took it at face value -- I was not upset by it at all.

HOWEVER; I was upset that you pulled the advert because of a few small-minded people.

What does it say when a company does not stand behind it's convictions and bends at the whim of a few oppressive people?

I was proud to serve Heinz products BECAUSE of your commercial -- now I am ashamed on your behalf and I won't be purchasing them any longer until I know where your company stands on this issue.

If you feel that my lifestyle should be squelched or hidden from the public, I simply won't have anything to do your company any longer.

Charles Antonelli
020 7993 2750

Jul. 1st, 2008 10:11 pm (UTC)
Over 12,484 Signatures!!
The number of signatures on this petition has now outnumbered the number of reported complaints made against the advert. Please continue to share the petition to increase the number of signatures, furthering the argument we are trying to put forward!

Not only to have the advertisement reinstated, but to ensure companies do not pander to a small number of intolerant people. Thanks for your support!


To: Heinz

We petition Heinz to reinstate its Deli Mayo TV advertisement following complaints from 200 people as to its 'offensive' and 'inappropriate' content.

We feel that the decision to withdraw the advert is wrong in the face of a small number of narrow-minded individuals.

By doing so, Heinz have given the impression that they would prefer to cater for the homophobic than the free-thinking, and the decision has provoked upset, brand distrust and outrage among the LGBT community and outside of it.

Do not bow down to these homophobic individuals.

The Undersigned

Add your signature

Jul. 2nd, 2008 08:42 am (UTC)
I'm not certain
I'm not convinced that this is an ad featuring a "gay family". I believe that the ad execs are implying that the New York style mayonnaise has turned the Mother of this family into a stereotypical NY man. While it still shouldn't have been pulled because of potential "gay content", I think you're a bit confused about the intent of the ad.
Jul. 2nd, 2008 01:08 pm (UTC)
Re: I'm not certain
You're right -- and when I first saw the advert, I was thinking that as well. Calling a man "Mum", even in a gay relationship is very, very unusual.

The male to male kiss and intolerance shown by the AFA over what they saw as a "gay mayo advert" branded the advert as being "gay".

Since our mortal enemies, the AFA, were SUCCESSFUL in getting Heinz to retract the ad campaign, it's vital that we fight back, regardless if the ad actually shows a "gay family" or not.

Every "win" for the AFA is a loss for the GLBT community.

Watch the trailer of their video: "They're coming to YOUR town." or "It's not gay" and tell me they're not something to be feared and controlled.
( 8 comments — Leave a comment )

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