Burger King pisses women off by charging them more for 'Chick Fries'
The fast-feeder intentionally riled female customers to highlight unfairness of a pink tax
Editor's Pick
Burger King, the fast feeder that has stepped up to the plate for the bullied, net neutrality, the LGBTQ community and Saudi Arabia's first-time female drivers, has taken up its latest cause--battling the "pink tax."
In the brand's latest film, BK decided to highlight the unfairness of women being charged more than men for basic necessities--by showing what would happen if they had to pony up more for Chicken Fries.
As captured in its latest film from agency David, women ordering Chicken Fries at the restaurant received the product, but rebranded as "Chick Fries" in a pink box priced at the price of $3.09, instead of being asked to pay $1.69 for the apparently manly yellow and red box of chicken strips.
"I'm not going to pay for that," one of the women caught on camera says.
"I don't give a f*ck about the fact that the box is pink," says another.
According to the video, 42 percent of the time, women's products cost more.
"We created this experiment with fan-favorite Chicken Fries to demonstrate the effect of Pink Tax and how everyone should pay the same for the same products--whether it's pink or not," Christopher Finazzo, President, North America for the Burger King brand, said in a statement.
The Chick Fries in a pink box are available Thursday in certain Burger King restaurants in Chicago, Los Angeles, Miami, New York and San Francisco, while supplies last--but they come with a deal, not at the jacked-up price. A nine-piece box of Chicken Fries or Chick Fries today goes for $1.69.
The "Chick Fries" push comes after the introduction of H.R. 5464, the Pink Tax Repeal Act, in Congress in April.
Credits
- Date
- Jul 25, 2018
- Senior Director :
- Adrianna Lauricella
- Senior Vice President :
- Brooke Scher Mogan
- PR Agency :
- Alison Brod Marketing + Communications
- Production Designer :
- Ron Beach
- Director of Photography :
- Robert Chappell
- 1st AD :
- Aaron Paulson
- Asst Production Supervisor :
- Gianfranco Svagelj
- Production Supervisor :
- Aaron Bradley
- Head of Production :
- Mamta Trivedi
- Producer :
- Pete Slowey
- Executive Producer :
- David Richards
- Partner/CEO :
- Patrick Milling-Smith
- Director :
- Kris Belman
- Production :
- Here Be Dragons
- Manager, Advertising :
- Liza Keller
- Director, Marketing Communications :
- Nicole Alevizos
- Lead Marketing Communications :
- Diego Suarez
- Head of Global Marketing :
- Marcelo Pascoa
- Global Chief Marketing Officer :
- Fernando Machado
- Head of Marketing, North America :
- Renato Rossi
- President, Burger King North America :
- Chris Finazzo
- Account Supervisor :
- Katie Heinerikson
- Account Supervisor :
- Jenny Gobel
- Account Director :
- Stephanie Clark
- Head of Account Management :
- Carmen Rodriguez
- Jr. Planner :
- Gabriel Roldan
- Senior Planner :
- Matias Candia
- Director of Strategy :
- Jon Carlaw
- Sr. Business Affairs Manager :
- Barbara Karalis
- Associate Producer :
- Brenda Osorno
- Producer :
- Kelly Allen
- Producer :
- Nick Bourne
- Senior Producer :
- Carlos Torres
- Head of Global Production :
- Veronica Beach
- Senior Copywriter :
- Jaime Villalva
- Senior Art Director :
- Aaron Willard
- Group Creative Director :
- Jason Wolske
- Group Creative Director :
- Danny Alvarez
- Executive Global Creative Director :
- Tony Kalathara
- Managing Director, COO :
- Paulo Fogaca
- Brand :
- Burger King
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