Agency Hunt create "Burger Queen" to grill Burger King on failed international women's day ad.

Everyone was talking about the Burger king tweet, and press ad that accompanied it, it where the line that meant to drag you in was “women belong in the kitchen.”

The line was meant to meant to promote scholarships for culinary education, but it backfired as nobody ever reads body copy.

The point of running it on International Women's Day was to make readers do a double-take, instead people piled on. The headline was meant to draw you in, all old school advertising like. 
But 2020 is not 1995, everyone suffers from microwave mentality now, and all that the hook did was stab people in the eye and cause an uproar on Twitter.

Enter Ad agency Hunt, in Texas. They went to work at once, using Burger King's now sexy retro colours and fonts, and they created a series of t-shirts and totes called "Burger Queen" based off the Burger King look.

Kathy Horn, Creative Director at Hunt Gather, explained why to Adage.

“It was International Women’s Day and we were celebrating our team, and to see that in print and tweeted out like that, it seemed so myopic. It just missed the mark. It felt like a setback. I know it was supposed to be thought-provoking, but no one stopped to think how it was supposed to be perceived. It was all we were talking about over Slack.”