Tuesday, June 30, 2009

An Open Letter to Burger King...

Burger King has always been a favorite of mine. I love the flame-broiled taste of the burgers. My kids love it, too. So when we're looking for a quick meal, BK is one of the top choices.

Well... NO MORE!

Read this news story to find out why.

Then read the letter I am mailing to BK today. I strongly encourage you to write or call Burger King and let them know this type of advertising goes too far. Their contact information is:

Burger King Corporation
5505 Blue Lagoon Drive
Miami, Florida 33126
Corporate Headquarters - 305-378-3000

Dear Burger King Executives,

I have been a loyal customer of Burger King for over 30 years. Our family, which includes two teenage boys as well as their many friends, choose Burger King often when looking for a quick meal. It has always been a favorite.

The purpose of this letter, however, is not to offer praise to your company. I am thoroughly disgusted, disappointed and completely appalled that Burger King has stepped into the gutter of advertising to market your new BK Super Seven Incher in Singapore. It does not matter that the advertisement was not intended for US audiences. The ad, which pictures a young woman with her mouth open to the sandwich, is quoted as saying:

“It’ll blow your mind away. Fill your desire for something long, juicy and flame-grilled”.

This in no way depicts the supposedly family-friendly company that I have been a patron of since I was a child. What this ad does is demean women and brings Burger King down to the level of Carl’s Jr., another company that crawls into the sewer for their advertising needs. This type of advertising does one thing: it tells me your products can’t sell themselves, so you have to resort to sex.

Here is a quote from your website’s “Corporation Responsibility” page:

“We see corporate responsibility as an imperative. The better job we do at being responsible today, the better our business will be in the future.”
“That is why our approach to corporate responsibility is stakeholder-driven, focused on four key areas - Good Food, People, Environment and Corporate Governance.”

The Singapore ad is NOT being responsible. Burger King Global is responsible for the ad, which means Burger King as a whole is responsible, including the US Corporation of Burger King.

Therefore, our family will no longer eat at Burger King. Sonic, McDonald’s, Wendy’s and other companies that do not use sex to sell their products will get our fast-food dollars, which is no small amount. I will also alert family members and friends to your choice to use a disgusting, sexually charged ad to sell a sandwich.

Michelle Shocklee

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