When the folks over at Volley Australia dreamt up their 2016 #Grassroots campaign,Big Brother Sex Scenes it's likely they were mostly just trying to sell shoes.

But according to Wendy Francis, a prominent member of the Australian Christian Lobby, they had something much more insidious on their mind: A bit of good ol' fashioned rooting. That's "doing the sex" in Australian speak.

Naturally, Twitter's response to the Helen Lovejoy-style concerns over a campaign "all about rooting" was swift.

While it's not clear which images in particular Francis was responding to, some have guessed the staunchly anti-marriage equality campaigner might be taking issue with the campaign's inclusion of non-heteronormative affection.

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As Samuel Leighton-Dore, one of the campaign's models, told Mashable via Messenger, "I'm not sure she's offended by the images so much as what they seem to represent, which is freedom, sexuality, and ... footwear."

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Leighton-Dore's sentiment was backed up by Volley's, who told Mashablevia Messenger:

"Francis' tweet is the exact depiction of what is wrong in the world and we thought it was necessary, being such an iconic Australian brand, to stand up for others and for what we believe should be normal in this age. We should be celebrating love in all its beauty, not shunning it."

Evidently both Leighton-Dore and Volley's believe shocked responses like Francis' will soon be a thing of the past.

"I think when recognisably Australian brands start to embrace diversity and sexuality in their branding, it's a sign that organisations like ACL are fighting the tide," Leighton-Dore said.

Meanwhile, Twitter is having a grand time taking Joy to task, particularly focusing on her use of the phrase "all about rooting."

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Root on, Twitter. Root on.

UPDATE: Jan. 18, 2017, 10:26 a.m. AEDT Volley's comment added.