Exactly one year ago, Oreo showed its support for gay pride, posting a picture on its Facebook page of an Oreo cookie with the colors of the gay pride flag represented as different layers of filling. In the course of 365 days, the photo drew 296,400 likes and nearly 60,000 comments, positive and negative, and it was shared more than 90,000 times. This year, Grey Poupon is looking to follow suit with a thought-provoking photo of its own.

Business Insider pointed out that the photo plays off the condiment brand’s 1981 “Pardon me” ad campaign, in which two presumably wealthy men share a jar of Grey Poupon between their chauffeur-driven cars.

In the 2013 version, two men are shown holding hands through the windows of cars that are next to each other. The caption reads:

June is National Pride month. Though the festivities technically only last a month, we recommend celebrating all year – because Pride and good taste never go out of season.

At the time of this post, the Grey Poupon photo had already amassed more than 15,600 likes and more than 1,100 comments, and it had been shared more than 2,700 times.

As was the case with Oreo’s post, comments ran the gamut from support to hatred and homophobia.

Positive comments included (unedited):

Awesome and classy.

Vocal homophobes of today=Vocal racists of years past… history will judge you harshly, so please continue to show the whole world your ignorance by opening your mouths, wear it with PRIDE!

Tasty condiment and advertising that’s hip to the times. I know what I’m adding to my grocery list.

What a lovely gesture. Thank you Grey Poupon!

All the people upset about this ad are making me lol. Thanks for the support, Grey Poupon, and thanks for the laugh, haters/moralizers! Win-Win

You may lose some bigots. But who cares? Who wants them anyway? You’ve probably gained a lot more customers than you’ve lost through this ad. Never heard of your product, but I’m looking into it. Right on and keep supporting. The last thing this world needs is more closed minded companies.

5.5k Likes on FB can’t be wrong. Well played, Grey Poupon. Even more reason to buy your stock.

The homophobes are very entertaining, for inconsequential dinosaurs. Thanks, Gray Poupon.

I’m going to the store right now to buy some Grey Poupon Mustard!!!!!! A+ Some of these negative comments… crazy… I’m sure those people barely use Ketchup…. let alone a fine quality mustard like Grey Poupon… Perhaps the complainers need to be out in the community helping the homeless, helping people who have lost their job or house…making a difference…. instead of posting and wasting time on FaceBook complaining on who is sharing mustard……

Neither related to Pride OR mustard… I just want to say I’m a fan of this ad, in and of itself. I’m so used to seeing Pride ads with rainbows all over the place, but this one is sophisticated and tasteful and it still gets the point across. It goes well with the “good taste” marketing idea. I love it.

While everyone is talking about boycotting, you should know that Facebook is an enormous supporter of gay marriage. So that begs the question, what in the heck are you doing here? You’re helping support gay marriage with every click! Every like, every post, every single time you see an ad over that that ——–> side of the page? An advertiser is paying Facebook to help advocate for gay marriage!! They’re paying for it whether you click on them or not. See! YOU JUST LOOKED IT! YOU JUST SUPPORTED GAY MARRIAGE! HAHAHAHAHA!

Negative comments included (unedited):

What’s this all about?… homosexuals again! what freaks

Sorry, the “Gay Poupon” ad is just creepy.

One word for this ad–baaaaaarf!

Gag. I hate this stuff anyway, now I can hate it on moral grounds, too.

You’ve lost my business. Gotta love capitalism!

Stupid ad. Adam and Eve. Not Adam and Steve. Read the bible!!!!

SO OFFENSIVE!!!! NEVR buying GP again!

They use mustard when packing fudge?

Another perverted company!

this is disgusting… I’ll stop supporting you folks.. I believe everyone should and must be treated right… what would you do if we had STRAIGHT PRIDE MONTH?..

This is unreal. Boycott will surely follow

There will be plenty of room in Hell for all of you and your Poupon.

I really wish companies would stop doing this. If their individual employees want to voice their personal opinions, then so be it. But to have the company as a whole take one side or the other really makes an issue of something that has nothing to do with their products.

During National Pride month a lot more will be spreading than Grey Poupon! Poor Judgment, Poor Taste, Decease, Un-healthy and Un-natural activity! But spread away its your choice!!

This is sick it is not a choice it is not a lifestyle its not even that you think you were born this way I guess that next you’ll be saying a pedofile should have rights as well because of their sexual orientation

Readers: Do you take issue with companies using subjects that are unrelated to their products as part of their marketing efforts, or do you believe they are doing a service by promoting these causes?