International women’s day campaign with Burger king’s International.

International women’s day campaign with Burger king’s International. 

Burger King's International Women's Day campaign was counterproductive on Monday because it tried to attract attention to the male-dominated culinary world, but was criticized for gender discrimination.

The British social media channel of the Hamburg chain tweeted: "Women belong to the kitchen."

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Women belong to the kitchen.

However, only 20% of cooks are women. Our mission is to change the sex ratio of the catering industry by giving female employees the opportunity to pursue a cooking career. It writes. The brand later announced that it would launch a scholarship that would "help Burger King's female employees pursue their cooking dreams!"

There was no accident in the first tweet. The brand also placed a full-page advertisement in the New York Times and conveyed the same message. Women belong to the kitchen with huge letters; the other background is the following small font.

Anger is very fast, even from competitors. KFC Fried Chicken Game Records wrote on Burger King's tweet to delete its tweet.

But the number of "homes" running social media has doubled.

Why should we delete a tweet that draws attention to the serious underrepresentation of women in our industry. We think you will also participate? The brand asked, as if pretending to be confused.

On the Internet, some people want to know why the company has not taken a more obvious route: switch to "Hamburger Queen" for a day.

Kerry O'Grady, an associate professor at Georgetown University's School of Continuing Studies, said: "If you want to use sexism as a click bait, you're obviously not celebrating International Women's Day."

O'Grady said it was obvious that the brand's Twitter that made "women belong to the kitchen" attracted attention. She warned, however, that using decades of sexist metaphors to attract attention is not an effective strategy.

She said, "Berger King is now a sexist brand" and called the election "so a failure".

Burger King admitted in a statement on Monday afternoon that the tweet was "to attract attention".

One speaker said that we wrongly did not fully explain in the original tweet and adjusted our activities forward, because we were convinced that when people read all our commitments, they would share our confidence in this important opportunity and stressed that it was "dedicated to helping women break through the male-dominated cooking culture". "

However, many people think that fast food giants have the opportunity to draw attention to a valuable cause and make a mess of it.

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