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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

Topics
International Women's Day | Burger King | Marketing

Chintan Girish Modi 



Chintan Girish Modi

Good intentions must be backed by good copywriting. That was the big lesson for 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 thread beginning with the line “ belong in the kitchen.”

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First Published: Fri, March 19 2021. 23:41 IST

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