Fast food chain Burger King has been criticised on social media after it lauched a marketing campaign celebrating the lifting of the Saudi women driving ban.
Many say that while the campaign may have originally started off with good intentions, the use of ‘WhoppHER’, which users pointed out is similar to ‘whop’, which means to ‘hit hard’ was tone-deaf.
The fast-food chain even changed its signature burger wrapper, with the program’s logo and “Celebrating Our Driving Women” copy in both English and Arabic.
— Burger King ZA (@BurgerKingZA) June 29, 2018
Here's what Twitter users had to say.
Hi @BurgerKing is the BK Facebook page for Sweden hacked or something? Because they are seemingly unironically posing nigh unbelievable nonsense about a campaign targeted at women in Saudi Arabia called WhoopHer(!) Is this sanctioned by BK HQ? pic.twitter.com/f1b0uMXVLK— David Hagberg Blogg (@Hagbergblogg) June 29, 2018
The social media campaign reportedly originated from the chain’s agency in Germany, Grabarz and Partners.
Burger King Sweden, who also received backlash after it shared the campaign on its social media platforms, said that the aim of the campaign was to celebrate women and on its Facebook page Burger King Sweden stressed that the name of the campaign is "WhoppHer" and not "Whop Her."