Kraft is promoting it's range of nut spreads with a television advertisment that has been reffered to StigmaWatch.
The whole ad centres around the tagline 'the right kind of nuts' which begs the question, what is the right kind of nuts? What is the wrong kind of nuts? And does any of this relate to mental illness?
StigmaWatch asked a spokesperson from Kraft's parent company Mondelez to explain the campaign.
The spokesperson says it focuses around two aspects, 'certain moments in life can be nuts, colloquially meaning hectic, fast paced or silly and 'the right kind of nuts' is a reference to the quality of our product.'
He went on to explain that 'nuts' can be used in reference to mental illness however it wasn't their intention to have it interpreted that way.
'Mental health- and destigmatising mental health issues- is so incredibly important,' he says.
Mondelez is now reviewing the feedback they have been given by a StigmaWatcher and will discuss how they can avoid any future marketing material for the product being construed in a similar light.