Advertising agency apologizes for Burger King ‘top and bottom’ Pride whoppers

Burger King said the top and bottom burgers were “equal breads” meant to “mark equal rights and equal love” (Image: Burger King Austria)

It’s Pride Month and many brands are rightly promoting it with special promotions.

But Burger King Austria made a bit of a dent when trying to celebrate same-sex relationships with a special new item on the menu.

The fast food giant launched the Pride Whopper – a regular whopper, but served with two sesame ‘top’ buns, or two flat ‘bottom’ buns.

It’s not clear if a sexual innuendo was intended, with the company saying in an Instagram post that the ‘equal buns’ represent ‘equal rights and equal love’.

The abusive ad spread across the internet, with some on social media ‘vomiting and laughing’ and others just getting confused.

One person tweeted: ‘Burger King Austria made a hamburger to celebrate Pride Month which is either two tops or two bottoms.

People accuse Burger King of ‘not understanding how gay sex works’

‘But, just like in a gay relationship, it’s really helpful to have one top and one bottom.’

Another said: “I’m convinced that whoever is the boss of Burger King does not know how gay sex works.”

A third wrote: ‘Burger King Austria has made a Pride burger that is two tops or two bottoms … what the hell?’

Many other comments accuse the brand of rainbow laundry, which is when companies show support for LGBTQ + rights in their ads without actually contributing to the community.

Some Instagram users asked if Burger King was planning to donate any of the profits from the sale of the top and bottom burgers, to which the company responded by saying: ‘We are official partners of Vienna Pride and support the LGBTQIA community. ‘

Now the advertising company behind the campaign has apologized and acknowledged that it is wrong.

The Austrian branch of the German agency Jung von Matt posted a statement on Linkedin saying they had listened to the criticism.

“We have heard your voices and listened well,” the post said.

‘We are proud of our queer community within our office. Unfortunately, we still messed up and not checked well enough with community members on various interpretations of the Pride Whopper. That’s up to us.

‘The intended message of the Pride Whopper was to spread equal love and equal rights. Our strongest concern is when we abuse members of the LGBTQ community with this campaign. If that’s the case, we’re really sorry.

“We have learned our lessons and will engage experts on communication with the LGBTQ community for future work, as promoting equal love and equal rights will continue to be a priority for us.”

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Advertising agency apologizes for Burger King 'top and bottom' Pride whoppers

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