Burger King Apologizes For ‘Pride Whopper’ Campaign

The ad company behind Burger King's 'Pride Whopper' apologized for missing the mark with the campaign.
(image via Burger King)

Burger King Austria raised eye-brows last week with the introduction of its ‘Pride Whopper’ campaign that didn’t quite land as intended with the LGBTQ community. The ad agency behind it, Jung von Matt Donau, has issued an apology.

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.”

“We at Jung von Matt Donau are proud of our queer community within our agency,” the agency said. “Unfortunately, we still messed up and didn’t check well enough with community members on different interpretations of the ‘Pride Whopper.’ That’s on us.”

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?”