Burger King Austria advertising agency apologizes for Pride Whopper campaign
- Burger King Austria’s advertising agency has apologized for its much-criticized Pride Whopper campaign.
- The ad features burgers with “assorted buns,” including one with two tops and one with two bottoms.
- “Unfortunately, we messed up again and didn’t sufficiently verify with community members the different interpretations of the Pride Whopper,” the agency said.
Burger King Austria is trying to get out of a public relations gaffe.
The fast-food chain’s ad agency issued an apology on Sunday for a much-derided and tone-deaf marketing campaign advertising the “Pride Whopper,” a burger served with “two assorted buns.”
The ad, which was first featured on Burger King Austria’s Instagram page on June 1, features a burger with two tops in a bun and another with two bottoms, a seemingly misinformed nod to sex at the within the LGBTQ+ community.
Jung von Matt Donau, the German agency that worked on Burger King Austria’s campaign, wrote in a LinkedIn position that he “did not sufficiently verify with members of the community the different interpretations of the Pride Whopper”.
“The Pride Whopper’s intended message was to spread equal love and equal rights,” the post read. “Our greatest concern is whether we have offended members of the LGBTQ community with this campaign. If so, we truly apologize.”
The message continues: “We have learned our lessons and will include experts in communicating with the LGBTQ community for future work, as promoting equal love and equal rights will always be a priority for us.”
Days after the ad went live, people around the world took to social media to comment on the campaign, citing the channel’s failure to understand “how gay sex works” as well as criticizing the “rainbow wash” of businesses during Pride Month.
—mat (@mattxiv) June 4, 2022
—Nicole Arbor (@NicoleArbour) June 9, 2022
Burger King isn’t the only food company to be criticized for its Pride Month marketing.
introduced its “friendly bottom menu”, with suggested menu items for taking the bottom position during gay sex.also drew scorn last week when he
And in 2019, British supermarket chain Marks & Spencer received backlash for its “LGBT Sandwich” – a lettuce, guacamole, bacon and tomato sandwich in rainbow wrap, launched during the pride month to raise money for charity.
Burger King did not immediately respond to Insider’s request for comment.