Us Brits are very passionate about our gravy. We have it on chips, we have it with our Sunday roast - hell, sometimes we just drink it straight from the jug.
We even have World Gravy Wrestling Championships, we're that passionate about the stuff. Don't fuck with us.
One pie company, however, is doing just that.
Holland's Pies recently released a controversial ad on Twitter, captioned: "Only true Northerners will appreciate a pie smothered in gravy", and finished up with a drooling emoji.
But no one was drooling. Instead, they were left with a bad taste in their mouths at the sight of what Holland's claimed to be 'gravy'.
Comparisons included, at best, 'a cup of tea before the milk' and 'the remnants of a bled radiator'. At worst, they were more along the lines of 'piss' and 'arse gravy'.
Even worse, the company specifically targeted the North, a.k.a gravy's spiritual home. Bold move. Baaaad move.
So Holland's tried again, brown-nosing the Northerners by stirring in a few more Bisto granules and even adding a side of mushy peas.
But the damage had already been done - as one Twitter user explains, morosely, 'the north remembers'.
One chippy owner even had to, erm, chip in, to show them how it's done.
We've not got much on our tiny island, but damn it, we've got our gravy pride. And when you attack our gravy, shit's gonna go down. Lesson learned, eh Holland's?
Featured Image Credit: PA