Burger King Russia sparked outrage with an appalling ad campaign posted on their official social media account. The promotion promised a reward of 3 million Rubles (CDN$62,715) and a lifetime supply of Whoppers for any Russian woman impregnated by a World Cup player.
BK has since deleted the post and issued a public apology on the Russian social media network VK. However, Gizmodo-owned sports news website Deadspin grabbed a screenshot and translation of the promotion before it disappeared. The rough translation of the original post reads:
“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!”
Burger King subscribers on VK had varied reactions to the post. Most people, however, consider the campaign simply disgusting and degrading. Angry comments continued to pour in denouncing the ad and Burger King; many saying the franchise has reached a new low.
A translation of the company’s public apology on VK reads, “We apologize for the statement we made. It turned out to be too insulting. We thank you for the feedback and hasten to inform you that we have already removed all materials related to the application.”
Prior to the World Cup, a Russian lawmaker warned women against having sex with visitors during the World Cup, expressing concern about single parenthood and mixing races. Apparently, there appear to be conflicting points of view on whom the women of Russia should and shouldn’t be having sex with.
What are your thoughts on BK Russia’s promotion on women getting impregnated by a World Cup player?
Daniel is an Art Director and Graphic Designer with over a decade of experience in advertising and marketing in the Greater Toronto Area.