(image via Burger King)
Last week, Burger King Austria caused a stir on social media with its “Pride Whopper” campaign that didn’t land as intended with the LGBTQ+ community.
The agency behind it, Jung von Matt Donau, has apologized. https://t.co/kV8NCxyuCy — Ad Age (@adage) June 13, 2022
From Ad Age:
“The intended message of the ‘Pride Whopper’ was to spread equal love and equal rights,” the Austrian outpost of Germany-based Jung von Matt stated on LinkedIn. “Our strongest concern is if we offended members of the LGBTQ Community with this campaign. If this is the case, we truly apologize.”
The “Pride Whopper” refers to a version of Burger King’s signature burger with a curious twist: each order is served with either two sesame-coated top buns or two flat-bottom buns on either side. A Burger King spokesperson told Ad Age in an email that the dish is meant to “highlight equal rights and equal love—through a play on the traditional Whopper build—featuring two identical buns on the two options of the sandwich.”
Folks on social media called the campaign out as a miss. While Burger King saw it as two tops buns representing two men or women of the same sex, LGBTQ folks were like, “Two tops? Two bottoms? How does that work?”
I’m just obsessed with the same-bun Pride Whopper promo because straight people saw it and were like “oh ok it’s like two boys and two girls I guess” and gay people saw it and were like “??? two tops and two bottoms????” Incredible
— Caitlin J. Stout (@CaitlinJStout) June 7, 2022
Agency Behind Burger King Austria’s ‘Pride Whopper’ Apologizes for Same-Bun Campaign https://t.co/IggO1sRosW
— People (@people) June 14, 2022
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