New York (CNN) - It's not just a feeding frenzy, it's a breast feeding frenzy over this image of a suckling baby clutching an oreo.

You'd think it's evil the way we in the media are redacting the action with black bars of various sizes and shapes, not to mention a star, and even a fish to hide the baby's fish-like puckering. The caption reads "Milk's favorite cookie." But it's not everyone's favorite image.

Some say childhood obesity makes this the wrong message.

On blogs where mothers with infants congregate, there's tons of praise. The Oreo breast-feeding ad is pure awesomesauce!
"The maker of Oreos, Kraft Foods, didn't exactly try to milk this ad."

Kraft said we didn't make it. This visual was created by our agency for a one-time use at an advertising awards program. It was never intended for public distribution.

But long before this ad surfaced, there were videos on YouTube featuring real babies breast-feeding and munching cookies.

Jeanne Moos, CNN

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via CNN News Source