Video interviews prompted by the question, “Can you be our Burger Queen?”, across China’s social media platforms has seen over 60 million views, with female respondents mostly doubting and questioning if they could be crowned.
However, women were in for a surprise when they opened their burger boxes to find mirror topped with a crown and a message saying, “Every one of you is our Burger Queen.”
“We are very excited about this Women's Day special, ladies represent a big part of our business and we want to lend this occasion to show them that Burger King isn't just about the ‘King’,” says Frank Wang, chief marketing officer, Burger King China.
Burger King joins brands such as Microsoft, BETC and United Colours of Benetton in celebrating International Women’s Day, navigating the tricky issues of commercialising the day without effectively furthering the cause.
Selected outlets have also been rebranded for International Women’s Day, with special surprise burger boxes available for 8 March 2017.