‘Damn, that’s good.’

That’s how one customer in a Burger King QSR, +0.38% commercial described the taste of the plant-based Impossible Whopper.

Here’s the ad:

Harmless enough? Not according to “One Million Moms.” The conservative group, whose goal is to “stop the exploitation of our children,” was “disgusted” by the ad and accused the fast-food giant of “crossing the line” by using profanity.

“The language in the commercial is offensive, and it’s sad that this once family restaurant has made yet another deliberate decision to produce a controversial advertisement instead of a wholesome one,” the group wrote on its website, pointing the “highly inappropriate” mention of the “d-word.”

A petition launched on Friday by One Million Moms, which currently has about 100,000 likes on its Facebook FB, +1.42% page, racked up almost 10,000 signatures over the weekend. The group is asking for a protest of the restaurant until the “d-word” is removed from the commercial.

“It is extremely destructive and damaging to impressionable children viewing the commercial. We all know children repeat what they hear,” it said.

This is nothing new for the group, which recently protested a Hallmark Channel to pull a commercial featuring two brides kissing each other in a same-sex wedding ceremony. Hallmark ultimately reversed its decision and re-ran the ad.