Burger King apologises for controversial World Cup pregnancy offer

Danielle Fowler
·Freelance Writer
The fast food chain came under fire for its controversial 2018 World Cup social media campaign [Photo: Getty]

Burger King has issued an apology after a controversial advertisement offered Russian women a lifetime supply of Whoppers if they fall pregnant by World Cup footballers.

The sexist social media campaign also promised to give women three million rubles (£35,623) if they could get “the best football genes”.

The post reportedly read: “Burger King, within the framework of social responsibility, has appointed a reward for girls who get pregnant from the stars of world football.”

“Each will receive 3 million rubles, and a lifelong supply of whoppers. For these girls, it will be possible to get the best football genes, and will lay down the success of the Russian national team on several generations ahead. Forward! We believe in you!”

After the campaign sparked inevitable uproar across the nation, it was eventually removed on Tuesday.

In a statement to The Associated Press, Burger King apologised: “We are sorry about the clearly offensive promotion that the team in Russia launched online.”

According to the fast food chain, the advertisement “does not reflect our brand or our values and we are taking steps to ensure this type of activity does not happen again.”

But it’s not the first time that the burger giant has used misogynistic marketing tools.

Back in 2009, the Singapore-based firm advertised a seven-inch burger with discriminative imagery and the tagline: “It’ll blow your mind away.”

Burger King came under fire back in 2009 for another misogynistic campaign [Photo: Burger King]
Burger King came under fire back in 2009 for another misogynistic campaign [Photo: Burger King]

The model featured later stepped forward to reveal that she had no idea that her image would be used in the tone-deaf ad and immediately sought legal advice.

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