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.