Burger King on backfoot over tweet on women belonging to the kitchen

Apart from juicy Burgers and delicious fries, Burger King is also known for their quirky and sometimes provocative campaigns loved by many. Whether it was a masterstroke with the “Moldy-Whopper” campaign or “A Day Without Whopper” to help their competitor, these campaigns definitely struck the right chord with the customers.

However, on this International Women Day, the right chord wasn’t really struck. With the intent to draw attention to the lack of female representations in the food industry, Burger King put out a tweet and print ad that read “Women Belong In The Kitchen”. While this does sound atrocious, the message further explained the intent and their initiative for Women’s Day. The print ad made this clear, however, the tweet wasn’t taken well by Twitteratis and instantly backfired with #Boycott.

Here’s how Twitteratis reacted:-

 Seeing the backlash on social media, Burger King deleted the original tweets and said “We’ll do better next time”. They also backed it with an apology. Here’s what they had to say :

According to media reports, Fernando Machado, Global CEO, Restaurant Brand International (Parent company of Burger King) issued a statement recognizing the flak received for the campaign and still hoped it will drive awareness in support of expanding the number of women leaders in the culinary world.

With this campaign, Burger King was to announce the launch of its H.E.R. (Helping Equalize Restaurants) Scholarship. Through this scholarship, Burger King would offer financial assistance to women employees with aspirations to an academic degree in culinary arts.

Despite all the clarification, the flak and hatred that you see above continued.  


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