Burger King ‘Women Belong in the Kitchen’ advert
· 17.03.2021 · 20:15:46 ··· ··· Wednesday ·· 3 (3)
AD Wonk The Burger King ‘Women belong in the Kitchen’ advert has created significant controversy and sparked criticism on social media. And, let’s be clear it was designed specifically to create attention. Run on International Women’s day it’s up there with the most provocative headlines a brand has used in advertising.
It’s important to show that there was a bit more to this than first meets the eye. When you read the ads fine print you see that the real message here is about taking action to increase the number of women chefs and head chefs. However, this is a really opportunistic and crass way to get attention for the brand. And, I think that’s at the heart of the negative sentiment here. It’s a media stunt and because of that, it shows a lack of respect for what international women's day is all about.
So is this a good ad? Well, it certainly got everyone’s attention. And, it’s memorable, although perhaps not for the right reasons. But in terms of sales? I suspect longer term the impact is zero – this advert doesn’t build a positive memory structure or feeling around Burger King. Short term, it might even mean a small dip in sales but overall I think it does nothing positive for Burger King.
The lesson from this ‘Women Belong in the Kitchen’ advertisement is that attention-grabbing headlines are good. But headlines that are directly provocative are risky and if you get them wrong they can backfire in a way that damages the brand.
#ControversialAds #BurgarKingAds #AdWonk
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