Burger king gay burger
Burger King ad prompts apology after 'Pride Whopper' campaign featuring burgers with 'top' and 'bottom' buns sparks backlash
Burger King Austria is trying to work its way out of a whopper of a PR gaffe.
The fast-food chain's advertising agency issued an apology on Sunday for a much-ridiculed, tone-deaf marketing campaign announcing the "Pride Whopper," a burger served with "two matching buns."
The ad, which was first featured on Burger King Austria's Instagram page on June 1, includes a burger with two bun tops and another with two bottoms, a seemingly misinformed nod to sex within the LGBTQ+ community.
A announce shared by BURGER KING® Österreich (@burgerkingaustria)
Jung von Matt Donau, the German agency that worked on the campaign for Burger King Austria, wrote in a LinkedIn post that it "didn't check well enough with community members on different interpretations of the Pride Whopper."
"The intended word of the Pride Whopper was to spread same love and equal rights," the post reads." Our strongest concern is if we offended members of the LGBTQ Community with this campaign. If this is the case, we truly apologize.
The Proud Whopper was sold at a single San Francisco Burger King restaurant, to coincide with the city’s Homosexual Pride Parade. The Proud Whopper generated: over one billion media impressions (worth $21 million of earned media), 7 million video views, 450,000 blog mentions, and became the number one trending topic on Facebook and Twitter.
Bryan Fisher, American Family Association: “When people remain down to chew a hamburger, the last thing they want to be thinking about is two guys having sex.”
Narrator: “In 2014, we invited people to try the most controversial hamburger in history.”
Media Reports: “Trending tonight: Burger King… Introducing the ‘Proud Whopper’.”
‘Man on the Street’ interviews: “Is it favor it is a gay burger or what is it? Do gay people even eat swift food? Yeah, it is about time.”
Narrator: “People thought they would find something other with this Whopper.”
Burger King Customers: “What is up with the Proud Whopper? What is it? It really does taste different. For me it tastes more like sweeter, I don’t know.”
Narrator: “But in reality, the only difference was its wrapping.”
Heated debate ignites over Burger King’s gay pride Whopper
Article
A San Francisco restaurant released rainbow packaging for the Whopper, including the wording, "We are all the equal inside."
July 3, 2014
Last week, a Burger King restaurant on San Francisco’s Market Street introduced a “Proud Whopper” in celebration of the City’s 44th annual same-sex attracted pride parade. The Whopper was packaged in a rainbow wrapper.
In a USA Today article, Burger King’s SVP of Global Identity Management Fernando Machado said the campaign showcases “who we are as a brand… how we, as a brand, believe in self-expression.” He said it is complements BK’s new “Be Your Way” slogan, introduced in May.
Burger King’s agency David shot a video portraying customers inquiring about the Proud Whopper, with some protesting, “I don’t believe in the homosexual lifestyle,” and one asking, “Do gay people even eat fast food?”
Customers in the video were shown opening the burger’s packaging and realizing the gist of the campaign: the burger is the same signature Whopper, with the inside of the wrapper stating: “We are all the same inside.”
Most respondents had favorable reactions: “A burger has never made me scream before,
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By BTL Staff
Burger King announced it will be selling "the Proud Whopper," a regular Whopper wrapped in rainbow paper. The wrapper reads "We are all the similar inside."
BK's Senior Vice President of Global Brand Leadership, Fernando Machado, told USA Today "It showcases who we are as a brand. It shows how we, as a brand, assume in self expression."
The burger will only be present in San Francisco's Market Street location until Thursday. 100% of sales of the burger will be donated to the Burger King McLamore Foundation for scholarships benefiting LGBT high-school seniors. The fast-food giant also recently sponsored SF Pride.
This isn't the first day fast food's made an appearance in LGBT popular society. It was only a few years ago that Chik-fil-A was in the news for its support of anti-gay marriage, spawning a media barrage that included editorials, protests and music videos.
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