The anti-gay group OneMillionMoms, which failed in its efforts to get JC Penney to ditch Ellen DeGeneres as its spokeswoman, is once again targeting the retailer because it features a lesbian couple in its latest catalogue.
They say JC Penney has made clear it has no plans to 'remain neutral' in the 'cultural war' and wrote to followers this week: 'On pages ten and eleven, under the title 'Freedom of Expression,' you'll find 'Wendi and her partner Maggie and daughters' and again 'Wendi, daughters Raven and Clover, and partner Maggie' in text. In the picture both women are wearing wedding bands.'
The group urges its followers to contact local store managers to register their concerns because it is the managers who will 'have to answer to corporate for the loss in sales from traditional families.'
They wanted DeGeneres replaced as spokeswoman because she is a lesbian. But JC Penney stood by the talk show host and premiered a series of commercials featuring her during the Academy Awards telecast. It has also stuck to its LGBT-inclusive marketing efforts - much to the chagrin of the group.
One Million Mom supporters typically are provided with a form letter to send to companies targeted by the group but JC Penney has blocked all emails from their servers.
The DeGeneres campaign appeared to backfire on One Million Moms, whose actual membership is believed to be around 40,000. The talk show host not only received enormous public support, but some people specifically shopped at JC Penney to thank the company for its support of LGBT equality.
One Million Moms also targeted Urban Outfitters last month because a photo in the retailer's April catalog features two women kissing.
The group also led a protest against Toys R Us because it carried the Life With Archie comic book featuring on its cover the gay wedding of two of its characters.
Shortly after the protest began, the issue completely sold out.