The Hershey Company is promoting a biological man to celebrate women.

On Thursday, the hashtag "BoycottHersheys" gained traction on Twitter following the chocolate company's decision to feature a transgender individual as part of its International Women's Day campaign.

The Hershey's SHE bar campaign showcases Fae Johnstone as one of five individuals and utilizes this product to spotlight women and girls who serve as a source of inspiration on a daily basis.

“The chocolate’s out of the wrapper! Honoured to be featured in this campaign by [Hershey’s] Canada for #InternationalWomensDay alongside 4 brilliant sisters and change-makers,” Johnstone tweeted along with a video.

“We still have a long way to go in the fight to end misogyny, patriarchy and gender-based violence,” Johhnstone shared in a follow-up. “I hope this campaign helps give more young women and girls role models and possibility models. And shows them how we can change the world, together.”

“We can create a world where everyone is able to live in public space as their honest and authentic selves,” Johnstone also says in the clip.

Both conservatives and feminists expressed their opposition to the use of a biological man in the International Women's Day campaign, prompting calls for boycotts.

Hershey's has been running a female-centric campaign for the third consecutive year. The international chocolate manufacturer shared additional information on this matter through a press release.

“We are excited to reintroduce the Hershey’s SHE bars in new, meaningful ways as part of Hershey’s larger commitment to supporting women and girls this Women’s History Month and every month,” brand manager Katie DeCapria said of the re-launch of the program.

“This bar, with 200+ thoughtful adjectives created with our partners Girls on the Run, reminds us to take a moment to honor the women and girls who inspire us every day. We hope to spark meaningful, heartwarming connections through the simple gesture of giving a SHE bar to someone who has played an important role in your life.”

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