Breitbart Just Declared “War” on Kellogg After Company Pulled Advertising

And more brands are following.

Breitbart News, the inflammatory news site that hails itself as the platform for the “alt-right,” is urging readers to boycott Kellogg after the food manufacturing giant announced it would no longer be advertising on the site because its content did not align with Kellogg’s “values as a company.”

“For Kellogg’s, an American brand, to blacklist Breitbart News in order to placate left-wing totalitarians is a disgraceful act of cowardice,” Breitbart announced in a statement on Wednesday. “They insult our incredibly diverse staff and spit in the face of our 45,000,000 highly engaged, highly perceptive, highly loyal readers, many of whom are Kellogg’s customers.” (As Mother Jones previously reported, Breitbart is known to inflate its internal traffic numbers.)

While the news network claimed that Kellogg’s decision would have negligible impact on revenue, it blasted the move as an act of ideological warfare against conservative readers whose “values propelled Donald Trump into the White House.” Breitbart‘s chief executive, Steve Bannon, was recently tapped to serve as a chief strategist for the incoming White House—an appointment that has alarmed civil rights and anti-discrimination groups across the country.

The #DumpKellogg campaign marks Breitbart‘s most significant response to a slew of national brands that have said they would be pulling advertisements for similar reasons. Last month, a Twitter account called Sleeping Giants was launched to alert brands that their advertisements were being displayed on the site. Many companies are unaware of where their advertisements run because of programmatic advertising, a practice in which software automatically places ads in media outlets.

According to DigiDay, ModCloth and AllState are two of the companies that have responded to a barrage of users’ screenshots objecting to their advertising and announced they would be dropping Breibart from their media plans.