We did it, folks. After years of activism and protests, we finally got our… inclusive burger? Courtesy of Burger King, you can celebrate this year’s Pride month by ordering the new Pride Whopper (though you’ll have to fly to Austria first, which is a bummer), a burger with either two top buns or two bottom buns.
Yep, you read that right. Burger King Austria released the new ad for their Pride Whopper, which comes with “two matching buns for equal love and equal rights”, according to the caption they shared on their Instagram post. It continues by explaining that the two “same-sex buns” are supposed to be a “little twist to put a smile on your face and remind us to treat each other respectfully and peacefully. No matter who you are and who you love.”
So yeah, the two top or bottom buns are supposed to represent same-sex couples (we know you were confused for a moment there) and the message is one of support for the LGBTQ+ community during Pride month. Predictably, the internet has had mixed reactions to this extravagant idea for an ad.
Some have pointed out how this is simply another case of rainbow washing, aka a marketing move that allows companies to present themselves as inclusive and indicate support for the LGBTQ+ community in order to attract customers while doing little to nothing to produce a real outcome for queer folks.
Can’t wait to try the Vers Pride Whopper 😍🏳️🌈 pic.twitter.com/UNdQaUCzT9
— pschmidty42wallabywaysydney (@pawlpatroI) June 3, 2022
Many social media users have raised the question of whether any of the money Burger King Austria will get from this campaign will be donated to LGBTQ+ charities, to which they have replied by saying that they are “partners of Vienna Pride and support the LGBTQIA community”, which is not much of a straight answer (the one time we’d like it straight…).
Others decided to replicate with a sprinkle of sarcasm and cynism, coming up with hilarious comments in true Twitter fashion. “Burger King Austria made a Pride burger that’s either two tops or two bottoms… what in straight hell?” asked one Twitter user.
Another one decided to share what we’re all thinking about this: “The pairing of two tops or two bottoms tells me there were no actual gays involved in developing this product.”
And they weren’t the only ones to point out how the top and bottom buns’ idea could be, somehow, misleading. “I go to burger king and order a pride whopper and my top/bottom status is diagnosed by which burger they give me” stated another comment.
This is not the first “inclusive” burger served by the fast-food chain, as back in 2014 they launched their Proud Whopper, a simple burger with rainbow packaging and the slogan “We Are All The Same” that appeared on the inside of the wrapping paper. A much simpler, almost innocent move compared to what Burger King Austria has come up with this year.
As someone stated in one of the comments, “One day into pride month and already exhausted”. But at least we got a laugh out of it.
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