Burger King has been forced to apologise after an advert encouraged Russian women to get pregnant with footballers playing at the World Cup, offering them a lifetime supply of Whopper burgers and three million roubles (£36,000).
The advert claimed the promotion was to “get the best football genes” and “lay down the success of the Russian national football team” before adding: “We believe in you!”
A Burger King statement issued yesterday apologising for the advert, said: “We are sorry about the clearly offensive promotion that the team in Russia launched online.” The company went on to say that the advert did not reflect “our brand or our values” and added “we are taking steps to ensure this type of activity does not happen again”.
Burger King Russia also posted an apology on Russian social media platform VKontakte where the advert was first posted. The apology translated as: “We apologise for the statement we made. It turned out to be too insulting. We thank you for the feedback and hasten to inform you that we have already removed all materials related to the advert.”
This is not the first time that Burger King Russia has released adverts that are insulting to women. Last year it released an advert using the likeness of Diana Shurygina, a 17-year-old rape victim to promote a two-for-one burger offer.
Catering Today reached out to Burger King for comment.