Burger King Pride Campaign Faces Backlash On Social Media

Burger King Pride Campaign Faces Backlash On Social Media

Burger King Austria announced the “Pride Whopper” on Instagram for Pride Month, which will be available until June 20. It’s a regular hamburger sandwich with “two equal buns,” which means you can choose between two top halves and two bottom halves.

While this ad is solely in Austria, it has received worldwide attention on social media, including the almost inevitable criticism.

“While the ad is obviously ‘cheeky’ to make people grin, it does offer room for interpretation,” said Angelica Gianchandani, practitioner in residence for the University of New Haven’s brand marketing and executive MBA programmes. “For Pride Month in Austria, the two tops to bottoms (same-sex buns) promotion is being marketed in the Austrian marketplace. Burger King is supporting the cause and going the extra mile to restructure BK’s trademark burger, which is a significant investment and commitment because it disturbs the burger-making process. Only a rainbow flag wrapping will be used in the BK campaign in the United States.

“BK stands for equal rights with good intentions,” Gianchandani remarked. “The BKs brand isn’t known for being ‘cheeky, sharp, and cunning.’ The marketing is intended to be humorous, and it has caught customers off guard.”

It seems to perplex some people on Twitter.

“Burger King Austria invented a Pride burger that’s either two tops or two bottoms,” Buzzfeed editor Jarett Wieselman (@JarettSays) tweeted. “What the hell is going on?”

“Burger King has a new ‘Pride Whopper,’ which can be ordered with two tops or two bottoms of buns. What a bizarre commercial. “I’ll take my Whopper on a regular bun since fast food doesn’t have to be a political statement for me,” novelist and political analyst Brigitte Gabriel (@ACTBrigitte) tweeted.

While few people have threatened to boycott Burger King on social media, there has been some backlash to the campaign — which seems to be the case with any brand nowadays. Clearly, “poor press” may exist, despite what the public relations industry has long claimed.

“I’ve never bought into the old adage that there’s no such thing as negative press,” said Scott Talan, an assistant professor of communication at American University.

“What we’ve observed is that social media is a vital component of every company’s ad efforts,” Talen said. “You may believe you have the best thing since sliced bread, but consumers are more anxious than ever before about your brand. It’s not just about your goods and services; it’s also about your brand.”

Although it’s unlikely that anyone will go without a Whopper this summer, a regional campaign has received international attention — and may have an impact on the American market.

“The question will be how many people are likely to be outraged, and how offended they are,” Talen concluded. “The question then becomes whether this will result in a gain of customers and brand loyalty, or whether it will result in a loss of regular customers.”

It is becoming increasingly difficult for businesses to avoid criticism, especially in an age where someone will always take offence. Some people will be offended if you don’t acknowledge a holiday or occasion, while others will think you’re catering to niche markets if you do.

“I’m not sure whether those at Burger King ever knew how this would play out with this advertising,” Talen remarked. “While conservatives may be outraged, other people would be put off if a restaurant opened with a large cross in the window.”

Also, Read Rob & Chyna Net Worth: Everything You Need To Know

Follow us on Twitter 

Leave a Comment

Your email address will not be published. Required fields are marked *

Scroll to Top
Scroll to Top