Search
The Caterer

Children's food campaigners complain about manly burger ad

07 November 2006
Children's food campaigners complain about manly burger ad

The Children's Food Campaign, Sustain has complained to the Advertising Standards Authority (ASA) about Burger King‘s new TV advert for its XL Double Whopper.

Sustain argues that the ad's strapline "are you man enough?", questions the masculinity of boys who do not consume food excessively high in fat and saturated fat and suggests that excessive consumption is manly.

The campaign created by US agency Crispin Porter and Bogusky will run on terrestrial and satellite TV channel throughout November during programmes aimed at a male demographic.

However, Sustain argues that the ad is telling teenagers to be "manly" and eat the "unhealthy" burgers which will take nine miles to walk off.

The 60-second TV ad shows a man breaking into song (a male-orientated version of "I Am a Woman") leaving girlfriend open mouthed as his storms out of a restaurant, throwing away his carefully-sculpted meal with the line "I'm too hungry to settle for chick food."

The man is joined in the street by other singing males, who proceed to march down the street brandishing their XL Double Whopper burgers.

Richard Watts, co-ordinator of Sustain, said: "This kind of advert shows the food industry cannot be trusted to regulate itself. If the Government is serious about defusing the health time bomb of obesity, they need to end TV adverts for this kind of product before the 9pm watershed."

Burger King profits stumble after stock market listing >>

Burger King to raise more than £300m through stock market >>

Burger King loses another CEO >>

By Melinda Varley

This article originally appeared on mad.co.uk, the website which delivers business insight to professionals in marketing, media, new media, advertising and design.To subscribe to mad.co.uk and receive full access to their database of articles on these industries, click here.

Source: mad.co.uk

The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.