Burger King’s Pride campaign, featuring the “Pride Whopper,” debuted in Austria and is getting negative feedback.
The campaign started on Instagram and the “Pride Whopper” will be available until June 20. What makes it different from the original burger is it has “two equal buns,” which means you can get it with ether two top halves or two bottom halves.
“We are setting an example for individuality and freedom and stand for a respectful interaction with each other,” the website translation states. “Equal rights. Empathy. Understanding. No matter where you come from, no matter who you love, no matter what you look like or what you believe in: Time to be proud.”
The campaign certainly leaves many with questions.
“The ad is definitely ‘cheeky’ to make people smile, however it does leave room for interpretation,” Angelica Gianchandani, practitioner in residence for the brand marketing and the executive MBA programs at the University of New Haven, told Forbes.
“The two tops to bottoms (same-sex buns) campaign is being promoted in the Austrian marketplace for Pride Month. Burger King is standing behind the cause and going the distance to reconfigure BKs flagship burger which is an investment and commitment as it disrupts the process of building the burger. The BK campaign in the U.S. market will only implement a rainbow flag wrapping.
“BK has good intentions standing behind equal rights,” Gianchandani added. “BKs brand is not known to be ‘cheeky, smart, and clever.’ The intention is to be playful, and the campaign has caught customers off guard.”
According to the report, Scott Talan, an assistant professor of communication at the American University, questions whether the campaign will impact the American market.
“The question is going to be how many people might be offended, and how offended they actually are,” Talen said. “That is what the question becomes: will this gain more customers and build brand loyalty, or whether it will result in a loss of regular customers.”
Here is some of the reaction:
Mark Heim is a reporter for The Alabama Media Group. Follow him on Twitter @Mark_Heim.