The hamburger chain posted a "empowering" tweet on the occasion of Women's Day but caused a great deal of outrage at the chains, even from celebrities
Burger King
Photo:
Press
As every year, this year also passed Women's Day which took place last night (Monday) with a variety of large and small gestures of shops, small businesses, restaurants and of course large chains.
In a large part of the campaigns that were done, it seems that out of a desire to stand out as much as possible, some of the advertisers forgot for a moment the initial goal of the campaign they did, empowering women, and just looking for the "virality".
The network that stood out especially in its erroneous campaign, as you probably saw if you wandered the last day on social media, is "Burger King", with a campaign with a lot of good intentions that overall wanted to emphasize the minority of women who choose to work as sane, but ended in accusations. .
The network's campaign took place on two fronts, the first being an ad spread over an entire page in the New York Times, and the more serious, at least on the part of critics, on the network's Twitter account in the UK.
In both cases, the network was charged with "cheap clickbeat".
The first tweet, the one that attracted the most attention, was seemingly offensive, and read "Women's Place in the Kitchen."
Seconds later, another tweet appeared that read the "surprising" sequel: "If they want it, of course. But even so, women make up only 20% of the world's chef population. Our mission is to bring gender balance to the restaurant industry by providing culinary opportunities to our employees." .
Also in an ad published in the New York Times the first part stood out and the rest of the parts appeared smaller.
Even if the intentions were good, and most likely they were, the network's campaign received much criticism, even within seconds.
The network has been accused, as mentioned, of clickbite and cynical exploitation of the day in favor of clicks and likes.
Some surfers were furious, others wondered: "Couldn't you just change the name from 'King' to 'Queen' for one day?".
Jewish comedian Chelsea Pratti (Gina Linti of Brooklyn 99) responded on the network's Twitter page with the same coin, writing "Burger King belongs in the trash" and immediately afterwards in a follow-up tweet "because they serve bad food."
Finally, the whole story ended, of course, with the network's apology, or rather, an apologetic tone clarification.
"We understand the criticism and accept it," the page read.
"We made a mistake in the first tweet and we apologize for that, our whole aim was to draw public attention to the fact that only 20% of UK chefs are women. We will do it better next time."