Fox News host Sean Hannity Monday urged supporters to "hold your fire" and stop breaking Keurig coffee machines in protest of the company's decision to pull ads on Hannity's cable TV show after his interview of Alabama GOP Senate candidate Roy Moore.
On his radio program, Hannity even assured fans he'd replace the cofffeemakers that his fans had smashed.
According to the Hollywood Reporter, the change of heart came after Keurig CEO Bob Gamgort apologized to his employers for the way the company's message was conveyed.
"I apologize for any negativity that you have experienced as a result of this situation and assure you that we will learn and improve going forward," he wrote.
Hannity accepted the apology, telling his radio fans he felt sorry Keurig was "dragged into politics," urging fans to "hold your fire," the Washington Free Beacon reported.
"If you broke yours … boom, I'll send you a coffeemaker or I'll replace it," he said, on his Monday radio how. And I'm going to buy a nice one, I'm not going to buy a crappy one."
The backlash began Saturday, when Keurig tweeted its ad boycott a response to a plea from Angelo Carusone, president of the left-leaning media watchdog Media Matters for America.
But in a backlash to the backlash, Hannity began retweeting videos of his fans smashing their Keurig coffeemakers, and said the company was duped by Media Matters. Hannity said videos left him "laughing my ass off."
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