Keurig CEO Bob Gamgort apologized to his employees on Monday for ostensibly “taking sides” in a Media Matters-led boycott of Sean Hannity’s advertisers.

Media Matters president Angelo Carusone spent his weekend tweeting at Hannity’s advertisers and falsely accusing the Fox News host of defending sexual predators. Hannity has said repeatedly that Senate candidate Roy Moore has no place in politics if the allegations that he is a predator are true. (RELATED: Media Matters Using Roy Moore Allegations To Go After Hannity’s Advertisers)

In a direct response to Carusone, Keurig promised to stop its ads from airing during Hannity’s show.

Angelo, thank you for your concern and for bringing this to our attention. We worked with our media partner and FOX news to stop our ad from airing during the Sean Hannity Show. — Keurig (@Keurig) November 11, 2017

Hannity fans pledged to counter-boycott Keurig in response, and many began posting videos to Twitter of them smashing their Keurig coffee machines.

In a memo leaked to Erik Wemple of The Washington Post, Keurig’s Gamgort apologized to his employees for the way the situation was handled.

“The decision to publicly communicate our programming decision via our Twitter account was highly unusual,” Gamgort wrote. “This gave the appearance of ‘taking sides’ in an emotionally charged debate that escalated on Twitter and beyond over the weekend, which was not our intent.”

Gamgort assured the employees that it was outside of protocol for Keurig to announce the ad pulls on Twitter and would make sure “this never happens again.”

“I apologize for any negativity you experienced as a result of this situation and assure you that we will learn and improve going forward,” he stated.

Here’s part of the memo that Keurig CEO Bob Gamgort sent to company employees today regarding “Hannity” flap. pic.twitter.com/bGNEfGapqd — ErikWemple (@ErikWemple) November 13, 2017

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