In marketing, ill-conceived attempts at humor can bite you on the backside. Just ask Burger King.
The fast-food chain is the latest company to stray over the wavy line between lighthearted snark and cultural insensitivity. As this incident shows, even a misstep in a distant location can ripple globally.
Burger King New Zealand’s Instagram feed posted an ad featuring customers using cartoonish chopsticks to eat a Vietnamese-themed sandwich.
It was intended to amuse. Instead, the message was widely seen as offensive and lazy, illustrating the nebulous terrain that brand managers must navigate to avoid online backlash. The company quickly apologized, but the heat has persisted.
So this is the new Burger King ad for a “Vietnamese” burger ok coolcoolcoolcoolcool CHOPSTICKS R HILARIOUS right omg etc 🙃🙃🙃🙃🙃🙃 pic.twitter.com/zVD8CN04Wc
— 마리아. Maria. (@mariahmocarey) April 4, 2019
That was just part of the pushback.
Tags: Burger King