Business Standard

In bad taste

What appears smart may not necessarily be sensitive. A tweet by Burger King UK on International Women's Day touched a raw nerve. It employed language that is usually characterised as misogynist

Image
Premium

Chintan Girish Modi
Good intentions must be backed by good copywriting. That was the big lesson for Burger King UK on March 8, observed as International Women’s Day. The multinational fast-food chain wanted to increase women’s participation in the restaurant industry by providing them with scholarships to train as professional chefs. However, the company’s social media messaging was unable to capture this vision. They put out a Twitter thread beginning with the line “Women belong in the kitchen.”

What appears smart may not necessarily be sensitive. The tweet by Burger King UK touched a raw nerve. It employed language that is usually characterised as
Disclaimer: These are personal views of the writer. They do not necessarily reflect the opinion of www.business-standard.com or the Business Standard newspaper

Don't miss the most important news and views of the day. Get them on our Telegram channel

First Published: Mar 19 2021 | 11:41 PM IST

Explore News

To read the full story, subscribe to BS Premium now, at just Rs 249/ month.

Key stories on business-standard.com are available only to BS Premium subscribers.

Register to read more on Business-Standard.com