A smartphone displays the new Burger King logo, which was introduced in January and which was the company’s [] first rebrand in two decades

After the Burger King International Women’s Day tweet was classified as sexist, the company’s global head of marketing says it is “obviously not our intention” ???? insult

The burger brand launched a new IWD campaign on Monday to announce that it is investing in scholarships to develop the culinary skills of women in the US, UK, Mexico and elsewhere If only 24% of US. Chefs and 7% of chefs are women The aim was to close the gender gap, however, those good intentions were distracted by a single tweet from Burger King UK: â ???? Women belong in the kitchenâ ????

In a follow-up tweet, Burger King UK Continuation: â ???? If they want, of course Yet only 20% of chefs are women We’re on a mission to change the gender balance in the restaurant industry by giving female employees the opportunity to pursue a culinary career in ???? But by this point his intentions were already boiled

“I think there are a lot of lessons on this topic,” says CMO Fernando Machado of Restaurant Brands International, who is also the global CMO for Burger King, an RBI subsidiary. In the end, we’re doing something positive, but the headline, that we have used has offended people especially when used without the context. Hopefully over time, thanks to the actions we are taking and will continue to take, people will realize that our intention was positiveâ? ??

It’s not every day that Burger King is on fire The tweet was a rare misfire for the fast-food chain, which has a track record of successful but risky campaigns, from highlighting moldy burgers to delivery from food to people stuck in traffic, to gaseous cows and making a â ???? Whopperâ ???? – fragrant Cologne

While the IWD campaign was also running in the U, it took on a different format: Burger King ran a full-page ad in the New York Times saying “Women belong in the kitchen” Slogan, in addition to a statement Die Post from the company ???? s UK The Twitter handle was followed by an explanation, but most users, outraged by the contents of the first tweet, didn’t scroll to the second

The company later tweeted an apology and additional explanation, but abusive comments in the responses caused it to delete the original post

Burger King has several women in leadership positions on its marketing teams The company is US. CMO, Ellie Doty, joined his US marketing directors in June and Spain are women too Machado points out that other RBI restaurant daughters like Popeyes and Tim Hortons also have female CMOs

“I am by no means saying that we are perfect when it comes to representation” Machado said But we are making good progress on the way to teams that are more diverseâ ????

Some marketing observers say that Burger King’s campaign had the right intent, but not the tone of the moment, Mindy Sears, the group’s creative director at marketing agency RAPP, says the pandemic has already taken a lot from women / p>

“With our reality during this pandemic, so many women have lost scholastics and daycare support,” Sears says. And since last year, 2 million women left the workforce so they don’t have the support they had and they can’t work the way you want to workâ ????

The original tweet raised awareness of the gender differences even when the execution wasn’t sensitive enough, says Tynesha Williams, Executive Creative Director of 3AM’s creative studio, but she says it would have been better if the first sentence followed the next Explanatory notes would have been combined in the same tweet with space in between

People shouldn’t be too harsh on Burger King, says Williams, adding that it’s important to remember that the company isn’t a ruthless brand and that it has a good track record of advocating for social issues like Black Lives Matter

??????????????????????????????????????????????? ??????????????????????????????????? She says, â € œYou didnâ € ™ t want to make the joke. You made a point to charity. So I know we are in the demolition culture and we have to be careful with that. I saw some bananas out there, but they are not that brand, and they have the story of not being that brandâ ????

I am the editor of the Forbes CMO Network and do reporting on marketing and advertising, particularly in connection with the evolving role of Chief Marketing Officers. I also

I am the editor of the Forbes CMO Network, doing coverage of marketing and advertising, particularly in connection with the ever-evolving role of Chief Marketing Officers. I also maintain a number of Forbes lists including the World’s Most Valuable Brands, CMO Next and 30 Under 30 (Marketing & Advertising) I was previously a tech reporter at Adweek and previously worked for The Associated Press and The Birmingham News on business and politics in Alabama Email me at mswant @ forbescom with news tips or other story ideas

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World news – USA – Burger King Global CMO Fernando Machado explains Brand’s International Women’s Day Tweet Misfire

Source: https://www.forbes.com/sites/martyswant/2021/03/09/burger-king-global-cmo-fernando-machado-explains-international-womens-day-tweet-misfire/