Scone purists were left fuming after spotting an advert for the delicious treat at a local Waitrose but made in the 'wrong' way.
The offending advert was seen at the Truro branch in the heart of Cornwall, a region which takes its scones fairly seriously.
In the picture the scone was made with the cream first, a cardinal sin for the Cornish where traditionally jam goes on first.
Waitrose were quick to take the criticism on board though and committed to donate cream teas from the store to local foodbanks over the jubilee weekend as an apology.
It was shopper Barry West, from St Austell, who noticed the store had got into a jam, posting a photo of of the £3.75 cream tea - featuring a scone with clotted cream and preserve with a hot drink - on a couple of Facebook groups.
He wrote: "Waitrose Truro in Cornwall totally blown it. Not just squirty cream but also the wrong way around. In text it says clotted however the poster is what people will see and remember.
"Surely they could and should be supportive of local clotted cream producers and respect the Cornish way? One wonders how such a big company can get something so simple so wrong?"
Waitrose was quick to clear up one part of Mr West's complaint. A spokesperson for the company said: "Only the real thing will do for us - we can confirm the images were shot with clotted cream."
Social media was full of horrified comments.
"Everyone knows it's JAM FIRST", "Ugh", "Totally shocking", "Boycott this abomination" were just some other comments from Cornish shoppers.
"Disgraceful ... run them out of town ... obviously a campaign run by the bigwigs upcountry ... should have done a stop and search at the Tamar Bridge and banned that filth from being displayed down here!" said another.
Another die-hard scone fan added: "It is not as if they didn't host the Cornish shop on the premises! However, in their favour, they haven't said it is a Cornish cream tea. I guess the same poster must be displayed throughout their UK shops. It is just that Cornwall does these things better!"
A member of staff at the Truro store said that it was indeed a national poster and that it was unlikely that a 'jam first' one would be produced just for the two stores in Cornwall - in Truro and Saltash.
To make up for the blunder the store has committed to donating to some local foodbanks ahead of the Jubilee weekend.
The spokesperson for Waitrose added: "We've s’cone and got ourselves in a bit of a jam with this one. To make amends to our Cornish customers, we’re donating cream teas to our local food banks over the jubilee weekend so even more local people can enjoy this special treat - jam first, of course!"
