Burger King caused a stir in the networks with a "culturally insensitive" ad

Now it's up to Burger King: The fast food chain has raised criticism in social networks after posting an ad showing customers trying to eat hamburgers with Asian chopsticks.

The company has released a video clip in which guests have attempted to take the new "Vietnamese burger with sweet chili" with big red baguettes. Social network users say that advertising, which was posted on Instagram, is culturally insensitive and plays with stereotypes. The ad said, "Take your taste buds to Ho Chi Minh City."

The The announcement was later withdrawn and Burger King apologized.saying that it was "Insensitive and does not reflect the values ​​of our brand in terms of diversity and inclusion".

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"We have asked our New Zealand franchise to immediately withdraw the announcement," the company, owned by Restaurant Brands International Inc., said in a statement.

Although the ad was removed from Burger King New Zealand's Instagram account, the tweets that returned the original ad became viral, attracting more than 2.7 million views.

Burger King apologized, saying that it was "Insensitive and does not reflect the values ​​of our brand in terms of diversity and inclusion".

At the end of last year, luxury home Dolce & Gabbana He made a similar mistake, which led Chinese e-commerce sites to stop selling the company's products.

This error could result in damage to the business given Burger King's ambitious growth plans in Asia, particularly in China, where last year opened about 100 new restaurants to reach nearly 1,000 establishments. In February, Restaurant Brands inaugurated its first Tim Hortons Cafe in China, and said that he wants to open more than 1500 local there for the next ten years.

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Agree with Brent McGoldrick, director general of strategic communication at FTI Consulting, companies are making more and more mistakes in ads because they take risks to reach consumers who are increasingly distracted and inundated with content.

"When you make a mistake with something like that, you completely damage the ability to conduct any kind of interesting or positive viral dialogue, and now almost everything becomes negative," he said.