Boston Pizza is promoting its new ribs (and making people angry) by riffing on southern stereotypes

The 30-second spot plays on all the typical redneck stereotypes, featuring a family of dirty, doughy, cross-eyed southerners called the “Ribnecks” who are scarfing ribs outside a dusty backwater home while strumming a gas-can banjo and talking about their shorty pants. Since the campaign, which also includes tagline “Hooo-Weee!” and a $15 “Rib Stain Camo” T-shirt, launched on June 14 the company’s Facebook wall has been inundated with angry messages—some even threatening to boycott the brand. Boston Pizza responded by thanking the angry social media mob for its feedback and offering them the chance to win a $50 gift card if they take a “Guest Satisfaction Survey.”