It’s a month of pride and many brands dole it out fairly in special campaigns.
However, Burger King Austria suffered a bit trying to brand a same-sex relationship with a special new menu item.
The fast-food giant has launched a regular cake, the Pride Wapper, with either two “top” sesame crackers or two “bottom” flat crackers.
The company added in an Instagram post that it’s unclear whether it was sexual innuendo and that “equivalent cookies” represent “equivalent rights and equal love.”
Misleading advertisements disrupt the Internet, some people “laugh and laugh” on social networks, while others remain completely confused.
One person wrote on Twitter: “Burger King Austria has prepared a burger to celebrate Pride month.
“But one upstairs and one downstairs are very helpful, just as they are in a gay relationship.”
“I’m sure Burger King officials don’t know how gay sex works,” said another.
Third post: “Burger King Austria has created a pride burger with two tops or two bottoms…what the heck?”
Many other comments have accused the brand of washing the rainbow when advertising companies have stated that they are defending LGBTQ+ rights without really contributing to the general public.
Some Instagram users asked if Burger King would donate proceeds from the sale of top and bottom burgers, and the company said, “We are an official partner of Vienna Pride and support the LGBTQIA community.” I replied.
Now, the ad agency behind the campaign has apologized and admitted it was confusing.
Jungvon Mat, the Austrian branch of the German agency, posted a statement on LinkedIn that it had heard criticism.
“We hear your voice and we listen carefully,” the post reads.
“We are proud of our agency stone community. Unfortunately, we are still confused and can fully confirm with the general public about the various interpretations of Pride Wapper. I couldn’t. It’s up to us.”
“Pride Wapper’s goal was to spread equal love and equal rights. Our biggest concern is if this campaign is an insult to members of the LGBTQ community. If so, I truly apologize.”
“We will engage professionals in our future work on outreach to the LGBTQ community as we continue to learn our lessons and promote equal love and equal rights as our priority.”
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Source: Metro
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