British clothing retailer Jacamo apologized on Monday for a new “real man” campaign and model search that mocks men who don't subscribe to masculine stereotypes.

One ad says “real men have balls, not man bags”. Another claims “real men eat sandwiches.”

The company, which sells men's sportswear, footwear, and accessories, claims it was aiming to promote diversity, but clearly missed its mark.

The BBC reports:

Jacamo has said sorry for any offence that it may have caused and says it was about finding regular men to advertise their clothes.

Ed Watson from the firm said: “Our social tweets were supposed to be a fun way of illustrating that there is more than one type of man something that the Real Man Runway competition is trying to do.

“We are mortified that this caused any offence and of course apologise.”

Here are a few of its ads:

Real men have balls, not man bags ⚽️

We've launched #RealManRunway to find the face for AW17. Tweet to enter! https://t.co/AWC0rfiF77 pic.twitter.com/QFNPFWh8d6

— Jacamo (@Jacamo) October 29, 2016

Real men don't glue their cats to the floor. 😺

Tweet with #RealManRunway 2 win T&Cs https://t.co/s2cBZMx3Jp pic.twitter.com/fUmgLm9x7n

— Jacamo (@Jacamo) October 30, 2016

Real men eat sandwiches (clothing optional) 🍴

We've launched #RealManRunway to find the face for AW17. https://t.co/n3BgB0tx9u pic.twitter.com/H4mIQU2jWi

— Jacamo (@Jacamo) October 28, 2016

Real men don't wear sunglasses inside 😎

Post a photo with #RealManRunway to enter our model search! T&Cs > https://t.co/H0erSmRTCc pic.twitter.com/xyQ67jtB0y

— Jacamo (@Jacamo) October 26, 2016

And some of the reactions:

https://twitter.com/Daniel_Hatch/status/792842896085049344

https://twitter.com/CherryWallis/status/792764316609028096

https://twitter.com/DemiLovatoFan/status/793086507078778880

https://twitter.com/Gayer_teens/status/793172589665513472