BERGER, Apr 9 – Burger King pulled out a promotional video in New Zealand showing customers trying to eat burgers with mussels after it was surprising in China and demanding apology from the US fast food chain.
The video, placed on the franchisee's Instagram account, showed that Westerners with large-sized chop in each hand fought to eat the company's new Vietnamese Sweet Chilli Tendercrisp Burger.
Burger King said it asked the franchisee to remove the video immediately. Video was deleted from the Instagram account in the afternoon.
"The advertising in question is insensitive and does not reflect our brand values for diversity and inclusion," Reuters said in a statement by Burger King.
Social media users in China demanded an apology, saying that the Burger King had exhausted the Asian customs and catering label. Today's afternoon microblogging platform Sina Weibo has seen more than 50 million times the hashtag Burger King apology.
So this is the advertisement of the new Burger King for the Vietnamese burger ocean chiller CHOPSTICKS R HILARIOUS right omg etc. ?????? pic.twitter.com/zVD8CN04Wc
– 마리아. Mary. (@mariahmocarey) April 4, 2019
The other companies, Burger King, which manages 1,000 stores in China, benefited from doubts.
“I am not sure if this is truly racial discrimination. But for the people who did the ad, there is no brain, ”said one commentator at Weibo.
The Chinese media compared the video with a video from the Italian luxury brand Dolce & Gabbana, which featured a Chinese model that fought to eat pizza and spaghetti with dining tables.
Dolce & Gabbana was forced to cancel a fashion show in China and social media users threatened to boycott the campaign. The co-founders of the brand later asked for forgiveness during the apology of the video.
Burger King is a subsidiary of Toronto listed Brands International. – Reuters