Burger King is no stranger to ethical publicity stunts and its new 'Chick Fries' campaign supports the recently introduced Pink Tax Repeal Act. This new act aims to repeal the unfair markup on prices geared towards women. Known colloquially as the "Pink Tax," this markup refers to price hikes on products marketed towards women, which may cost up to 13% more than similar products for men.
To help raise awareness and support for this act, Burger King decided to illustrate the absurdity of this tax with its popular Chicken Fries. The campaign centers around a new pink packaging for these fries and a rebrand of them as Chick Fries. In the ad, Burger King stages an experiment in which it charges double for the Chick Fries and captures the shock and outrage felt by the customers.
Pink Tax Publicity Stunts
Burger King's 'Chick Fries' Showcase the Absurdity of the Pink Tax
Trend Themes
1. Pink Tax Awareness - Marketing campaigns that raise awareness for the pink tax and support legislation to repeal the unfair markup on products marketed towards women.
2. Ethical Publicity Stunts - Brands using their platform to support ethical causes and promoting their values through creative marketing campaigns.
3. Gender-neutral Pricing - Businesses offering products at equal pricing regardless of gender and promoting fairness in pricing.
Industry Implications
1. Fast Food - Fast food companies can use their platform to support ethical causes and promote their company values.
2. Retail - Retailers can promote gender-neutral pricing and champion fairness in pricing for their products.
3. Marketing and Advertising - Marketing and advertising agencies can work with companies to develop campaigns that raise awareness for social issues like the pink tax and promote ethical values.