In the past year, Burger King has been using it's various social media platforms to highlight various injustices that are prevalent in the modern world.
In their latest campaign, they are highlighting the unfair added costs that women have to pay on things like makeup, health and beauty products
How does this play into a Whopper burger, large fries and Coke, you might ask?
In the advert we see customers ordering a portion of chicken fries which should cost $1.69. Except when a woman orders the fries the price is raised to $3.09.
The reason why the fries are more expensive isn't that they taste different or are cooked in a different way. It's because they come in a cute pink box.
Understandably the women are bemused about this price but when they are told why it gets them thinking about why they pay extra elsewhere without question.
Christopher Finazzo, the president of North America for Burger King said in regards to the advert:
Burger King restaurants welcome everyone, and we see Pink Tax as extremely unfair.
We created this experiment with fan-favorite Chicken Fries to demonstrate the effect of Pink Tax and how everyone should pay the same for the same products — whether it’s pink or not.
While the advert is commendable for spreading an important message it has attracted some criticism aimed directly at Burger King.
The Takeout reports that when Burger King were asked about pay equity within their own company and parent company Restaurants Brand Internation Inc they declined to comment.
Nations Restaurant News asked Burger King the question and received this reply:
Representatives from the brand declined to answer.
Just last month Burger King Russia was criticised for running a 'competition' where women could win three million rubles if they could successfully get a Russian footballer to father their child.
The competition was posted on their Facebook page but was quickly deleted following the backlash.
In addition, Burger King has also been accused of plagiarism by the website Girl Talk HQ.
According to The Takeout, the founder of Girl Talk HQ, Asha Dahya, contacted them to say that she had worked with ad agency called BBDO to create an advert that is almost the exact replica of Burger King's.
In the Girl Talk HQ advert, women are charged extra at a coffee shop as a way of highlighting 'The Pink Tax.'
HT Irish News