An overview of the latest campaign by Burger King, in the Women's International Day

1. Do Really “ women belong in the kitchen” ?
Prepared by: Roya Behrouz

2. Table
of
Contents
About the
campaign
01
The message
02
Strategy
03
Social
feedback
04
conclusion
05

3. 01:
Burger King UK took a risk of tweeting 'Women belong in the
kitchen' on 8th of March ,International Women's Day
About the campaign

4. About
the
campaign

5. About
the
campaign
“women belongs in the kitchen”
is a campaing that offers
scholarships funded by the fast-
food chain’s foundation for
interested ladies to be chef. The
new scholarship program for
female employees to "pursue
their culinary dreams!"
In a series of subsequent
threaded tweets, the fast food
giant pointed out the lack of
female chefs in the restaurant
business

6. 02:
The eye-catching message, of course, was a variation of
the ancient, sexist adage that a woman’s place is in the
home. Its origin is thought to be the Greek playwright
Aeschylus, who decreed back in 467 B.C.: “Let women stay
at home and hold their peace.”
The message

7. The
Message
"If they want to, of course“
"Yet only 20% of chefs are women. We're on a mission
to change the gender ratio in the restaurant industry by
empowering female employees with the opportunity to
pursue a culinary career.“

8. 03:
Burger King aim was to draw attention to the fact that
only 20% of professional chefs in UK kitchens are women
and to help change that by awarding culinary scholarships."
Strategy

9. Strategy
But, does Burger King have the
kind of “cultural capital” needed to
make its message about gender
disparity ring authentic?

10. Strategy

11. 04:
While Burger King aim to satisfy the women, the campaign
worked just the reverse
Social Feedback

12. Social
Feedback

13. Social
Feedback

14. 05:
Burger King was not successful to have positive customer feedback
Conclusion

15. Conclusion
After sparking 12 hours of nonstop
debate, defensiveness and satire, Burger
King U.K. has officially apologized for
and deleted its International Women’s Day
tweet that said, “Women belong in the
kitchen.”

16. This was the End
of the Campaign
The company wander
into a gender issue and
failed.
Marketing team should
take action and change
the customer’s
perception toward the
brand
Conclusion

17. Conclusion
Thanks!
Women belong wherever they want to be!