A northern Indiana restaurant is pulling down its billboards referencing the Jonestown massacre in an ad campaign that assures diners that the eatery is "like a cult with better Kool-Aid."

The "Kool-aid" phrase on the ad for Hacienda restaurants was printed over a glass containing a mixed drink and the phrase: "To die for."

In November 1978, more than 900 members of Jim Jones People's Temple drank cyanide-laced, grape-flavored punch in a mass murder and suicide in the group's compound in Guyana.

Jeff Leslie, vice president of sales and marketing at Hacienda, acknowledges that the billboards, put up two weeks ago, were a mistake, the South Bend Tribune reports.

"Our role is not to be controversial or even edgy. We want to be noticed — and there's a difference," Leslie tells Tribune columnist Heidi Prescott. "We have a responsibility to (advertise) with care, and that's why we're pulling this ad. We made a mistake and don't want to have a negative image in the community."