Promotional material by a suburban Atlanta Chick-fil-A franchise has reopened still-healing wounds from the quick service chain’s confrontation earlier this year with gay rights activists over marriage equality.

The offending flyer reads: “Only a fruitcake wouldn’t love our party trays!”

LGBT activists immediately condemned it as spiteful, a provocation by way of a subtle slur. But a corporate spokesperson said the handbill was the production of a local operator who has for five years used the print piece to advertise the restaurant’s holiday catering services.

“It was simply a play on words referring to the traditional holiday food, and the restaurant had no intention of offending anyone whatsoever,” the company’s statement read. “We regret the flyer may haven been taken out of context.”

– James Richardson