A mayonnaise ad depicting a gay New York short-order cook has not brought out the best in its audience.

The commercial for Heinz UK’s New York Deli Mayo shows an apron-clad man in a kitchen making sandwiches for his kids before sending off his significant other with a kiss and urging him to come “straight home from work, sweet cheeks,” the Times of London reported on Tuesday.

But the ad was pulled less than a week into what was to be a five-week run after 200 viewers complained, saying it is offensive and unsuitable for children.

The commercial intended to make it seem "as if you have your own New York deli man in your kitchen,” according to AMV BBDO, the advertising company behind the ad.

Heinz UK director of corporate affairs Nigel Dickie said: “The advertisement, part of a short-run campaign, was intended to be humorous and we apologize to anyone who felt offended."

Click here for more on this story and to view the commercial at the Times of London.