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This story has been updated to reflect the news of the whole day.
Burger King’s decision to play on the phrase ‘women belong in the kitchen’ in a tweet intended to promote culinary scholarship backfired on Monday, leading the brand to later delete a tweet from its Burger King UK account that has been misinterpreted around the world as an International Women’s Day effort that missed the mark.
A full page ad published in the New York Times shows the line in large font and follows with several lines that explain the idea behind the Burger King HER (Helping Equalize Restaurants) scholarship, including the low representation of women in chef roles and chef throughout the industry. On Twitter, however, the use of the line was quickly misinterpreted. Burger King UK only tweeted the phrase ‘Women have a place in the kitchen’ on Monday morning, and it was only in subsequent tweets that the intended meaning was explained.
Later on March 8, Burger King UK deleted the tweet and explained its reasoning in a separate Twitter post. “We hear you. We messed up our initial tweet and we’re sorry,” he began in a tweet. A second tweet read: “We have decided to delete the original tweet after our apologies. It has been brought to our attention that there are some abusive comments in the thread and we don’t want to leave the space open for that.”
The campaign comes from David Miami.
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