Burger King is no stranger to ethical publicity stunts and its new 'Chick Fries' campaign supports the recently introduced Pink Tax Repeal Act. This new act aims to repeal the unfair markup on prices geared towards women. Known colloquially as the "Pink Tax," this markup refers to price hikes on products marketed towards women, which may cost up to 13% more than similar products for men.
To help raise awareness and support for this act, Burger King decided to illustrate the absurdity of this tax with its popular Chicken Fries. The campaign centers around a new pink packaging for these fries and a rebrand of them as Chick Fries. In the ad, Burger King stages an experiment in which it charges double for the Chick Fries and captures the shock and outrage felt by the customers.
Image Credit: Burger King