Despite constant, sweeping requests from social media users that brands stop participating in every viral trend, popular meme, or notable holiday celebration, the crowning brand content remains

The latest online outrage was sparked by Burger King UK, whose social media team thought it a good idea to start a thread on International Women’s Day that began with the words “Women belong in the kitchen” / p>

The thread goes on to say that Burger King UK “is on a mission to change the gender balance in the restaurant industry by giving women employees the opportunity to pursue culinary careers, as only 20 percent of chefs are women”” The restaurant chain also announced that it is launching a new scholarship program “that will help women Burger King employees achieve their culinary dreams!”

The last two tweets on this thread are all well and good, but Burger King UK lost them all with their delivery.The chain used a harmful, sexist stereotype to get people’s attention and then thought they could do anything fix it by saying a “gotcha!” Revealed
The thing is, it’s 2021, and we have to be better and better than that kind of tired, lazy, clearly offensive branding strategy

We’re proud to launch a new scholarship program to help female Burger King employees achieve their culinary dreams!

Think how easy it would have been to write a single tweet with all the info on the Burger King UK thread instead of putting “women belong in the kitchen” in the spotlight “damn, just announce how you women are support and call it a day. Put back the gimmicks, the gimmicks, and the poor attempts at being funny you’re embarrassed

The Burger King UK tweet received a ton of backlash all morning, with celebrities and fans of the chain tweeting their disappointment

Proof that this could even fit in a tweet, please don’t use sexism as clickbait The men in my mentions prove the harm it does to you picTwittercom / G0VKGgiZQp

I’ve thought about this for a few minutes, and I don’t think I can come up with any other hypothetical example where a mundane, well-meant saying would be so catastrophically badly chosen in general in context https: // tco / 3K22NKlGHU

I don’t know what’s more offensive when using sexist bait to promote a good cause or a fast food chain with the word boss

Amy Brown, who worked on Wendy’s social media team in 2017, even responded to the Burger King UK brand’s failure by briefly changing her Twitter photo and display name to mimic the British chain Brown, which is it up Managed to create some of the only good branded tweets in history today, Burger King UK trolled out of her recently renamed personal account with a series of tweets about women (it’s clear that unlike most brands, she remains exceptionally good at it )

We thought about making a sexy burger for International Women’s Day, similar to the green M&M, but legal said no

After Brown’s fake Burger King tweets caught attention, Fernando Machado, global chief marketing officer at Restaurant Brands International, parent company of Burger King, raised the controversy over the real chain

“Just hope people see through each tweet out of context and understand the real intent behind this,” Machado tweeted. “If we stopped doing things because some stupid people are doing stupid things on the internet, we would be nothing Our intention is good and I hope people can see through this over time “

Just hope people see through each tweet out of context and understand the real intent behind it

If we stopped doing things because of some stupid people doing stupid things on the internet, wouldn’t we do anything? Our intent is good and I hope people can see through this over time

In response to Machado’s tweets, Brown replied, “Impact> Intention As if I accidentally crashed my car into your house and then said,” My intentions were good! “My car would still be in your living room”

Impact> Intent As if I accidentally crashed my car into your house and then said, “My intentions were good!” My car would still be in your living room https: // tco / SRHlCv0pgD

Brands, if you’re reading this, for the love of everything online, your social media strategies need serious editing to stop killing memes, stop offending people, and the already colossal list of Cringey No longer branding you should start thinking and saying things with a diverse group of people, and when necessary, start exposing things

Posting nothing is so much better than forced, poorly crafted content to post. The internet will still be there even if you miss a sacred opportunity to tweet, and the opportunity to show your “personality” will come again We promise

UPDATE: 8 March 2021, 3:28 pm EST Updated to include tweets from Fernando Machado, Global Chief Marketing Officer at Restaurant Brands International, the parent company of Burger King

Burger King Twitter

World news – CA – Burger King had a really bad tweet on International Women’s Day