Burger King Sexism
March 9, 2021
On March 8, 2021, Burger King’s campaign for International Women’s Day backfired, to draw attention to the male-dominated culinary world, and was criticized for sexism. “Women belong in the kitchen,” the burger chain’s United Kingdom social media channel tweeted. The brand also took out a full-page ad in The New York Times, with the same message.
The gaming account of Kentucky Fried Chicken tweeted at Burger King, telling it to delete its tweet. “Why would we delete a tweet that’s drawing attention to a huge lack of female representation in our industry, we thought you’d be on board with this as well?” the brand asked, seeming to feign confusion. “If you want to use sexism as clickbait, then you obviously are not celebrating International Women’s Day,” said Kerry O’Grady, an associate professor at Georgetown University’s School of Continuing Studies, who leads its public relations and corporate communications program.
O’Grady said it’s clear the brand made the “Women belong in the kitchen” tweet to get attention. But using a decades-old sexist trope to be noticed isn’t an effective strategy, she warned. The comment was foul and wrong of Burger King.