Creativity

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

By Jessica Wohl. Published on Jul 25, 2018

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.

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Credits

Date
Jul 25, 2018
Client:
Burger King
Managing Director, COO:
Paulo Fogaca
Executive Global Creative Director:
Tony Kalathara
Group Creative Director:
Danny Alvarez
Group Creative Director:
Jason Wolske
Senior Art Director:
Aaron Willard
Senior Copywriter:
Jaime Villalva
Head of Global Production:
Veronica Beach
Senior Producer:
Carlos Torres
Producer:
Nick Bourne
Producer:
Kelly Allen
Associate Producer:
Brenda Osorno
Sr. Business Affairs Manager:
Barbara Karalis
Director of Strategy:
Jon Carlaw
Senior Planner:
Matias Candia
Jr. Planner:
Gabriel Roldan
Head of Account Management:
Carmen Rodriguez
Account Director:
Stephanie Clark
Account Supervisor:
Jenny Gobel
Account Supervisor:
Katie Heinerikson
President, Burger King North America:
Chris Finazzo
Head of Marketing, North America:
Renato Rossi
Global Chief Marketing Officer:
Fernando Machado
Head of Global Marketing:
Marcelo Pascoa
Lead Marketing Communications:
Diego Suarez
Director, Marketing Communications:
Nicole Alevizos
Manager, Advertising:
Liza Keller
Production:
Here Be Dragons
Director:
Kris Belman
Partner/CEO:
Patrick Milling-Smith
Executive Producer:
David Richards
Producer:
Pete Slowey
Head of Production:
Mamta Trivedi
Production Supervisor:
Aaron Bradley
Asst Production Supervisor:
Gianfranco Svagelj
1st AD:
Aaron Paulson
Director of Photography:
Robert Chappell
Production Designer:
Ron Beach
PR Agency:
Alison Brod Marketing + Communications
Senior Vice President:
Brooke Scher Mogan
Senior Director:
Adrianna Lauricella

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