Burger King Austria is trying to get its act together after making a PR gaffe.
The fast-food chain's advertising agency issued an apology on Sunday for a marketing campaign that was tone-deaf.
Burger King Austria's ad features a burger with two buns and two bottoms, but it's not clear if it's a nod to sex or not.
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The German agency that worked on the campaign for Burger King Austria didn't check well enough with community members on different interpretations of the Pride Whopper.
The purpose of the Pride Whopper was to spread equal love and equal rights. If we offended members of the gay community with this campaign, that's our biggest concern. We apologize if this is true.
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.
Within days of the ad going live, people around the globe took to social media to comment on the campaign, citing the chain's failure to understand "how gay sex works" as well as critique corporate "rainbow-washing" during Pride month.
—matt (@mattxiv) June 4, 2022
—Nicole Arbour (@NicoleArbour) June 9, 2022
Burger King is under fire for its marketing. The "Bottom-Friendly Menu" was introduced by Postmates last week and drew a lot of negative attention.
Marks & Spencer received backlash for its "LGBT Sandwich", which was launched during Pride Month to raise money for charities.
Burger King did not reply immediately.
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