The ad agency behind the Burger King “Pride Whopper” ad campaign which featured a burger with two tops or two bottoms has apologized profusely after being met with backlash.
The apology came on Saturday as agency Jung von Matt Donau posted it on its LinkedIn page:
“We’ve heard your voices and listened carefully. The Pride Whopper is part of our client’s engagement as official partner with Vienna Pride.”
“The work also includes an influencer campaign with proud members of the Austrian LGBTQ community. We at JvM Donau are proud of our queer community within our agency.”
“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.”
“The intended message of the Pride Whopper was to spread equal love and equal rights. Our strongest concern is if we offended members of the LGBTQ Community with this campaign.”
“If this is the case, we truly apologize. We’ve learned our lessons and will include experts on communicating with the LGBTQ community for future work as promoting equal love and equal rights will still be a priority for us.”
Gizmodo had published an article following the unveiling of the ad with the title, “Burger King’s ‘Pride Whopper’ Leaves a Bad Taste In People’s Mouths.”
The burger was first posted on Instagram and Gizmodo noted that many comments accused the brand of rainbow washing, when companies show support of the LGBTQ+ community in their ads, without actually contributing to the betterment of the community.
“Time to be proud,” the ad claimed.
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