Burger King Demonstrates the Ridiculousness of the Pink Tax With a Chicken Fries Stunt

Why should women pay more for the same product?

Female customers questioned why they were asked to pay more for chicken fries in new spot. Burger King
Headshot of Kristina Monllos

Burger King loves to confuse customers to prove a point—and make some truly entertaining yet informative creative. This time the fast-food brand is using an in-store stunt to rightfully declare that the pink tax is unfair by asking female customers to pay more for chicken fries, because said fries are in a pink box, of course.

Don’t know what the pink tax is? How lucky are you! Vox has a great explainer here but put simply: The pink tax is shorthand for the fact that 42 percent of the time the female version of a product (think men’s versus women’s razors) costs more than the men’s, according to the New York City Department of Consumer Affairs.

The 60-second spot, from David in Miami, uses a clever social experiment to show how ridiculous it is to ask women to pay more just because the package is pink. In doing so, the fast-food chain takes what has become a normalized wrong—that women should pay more for the same thing—and asks consumers to question it and fight against it (the spot ends with a call to action for consumers to support the pink tax repeal).

“Burger King restaurants welcome everyone, and we see pink tax as extremely unfair,” said Christopher Finazzo, president of Burger King North America, in a statement. “We created this experiment with fan-favorite Chicken Fries to demonstrate the effect of pink tax and how everyone should pay the same for the same products—whether it’s pink or not.”

Say what you will about brands co-opting feminism to sell feminist messages to women—we seem to be at a much-needed inflection point—but there’s something delightful about the way Burger King’s social experiment asks women who have accepted the pink tax to recognize that it is not only unfair but something they can fight against.

AGENCY: DAVID the Agency (Miami)
Spot: Chick Tax
Client: Burger King
Managing Director, COO: Paulo Fogaca
Executive Global Creative Director: Tony Kalathara
Group Creative Director: Danny Alvarez
Group Creative Director: Jason Wolske
Senior Art Director: Aaron Willard
Senior Copywriter: Jaime Villalva
Head of Global Production: Veronica Beach
Senior Producer: Carlos Torres
Producer: Nick Bourne
Producer: Kelly Allen
Associate Producer: Brenda Osorno
Sr. Business Affairs Manager: Barbara Karalis
Director of Strategy: Jon Carlaw
Senior Planner: Matias Candia
Jr. Planner: Gabriel Roldan
Head of Account Management: Carmen Rodriguez
Account Director: Stephanie Clark
Account Supervisor: Jenny Gobel
Account Supervisor: Katie Heinerikson
CLIENT: Burger King
President, Burger King North America: Chris Finazzo
Head of Marketing, North America: Renato Rossi
Global Chief Marketing Officer: Fernando Machado
Head of Global Marketing: Marcelo Pascoa
Lead Marketing Communications: Diego Suarez
Director, Marketing Communications: Nicole Alevizos
Manager, Advertising: Liza Keller
PRODUCTION: Here Be Dragons
Director: Kris Belman
Partner/CEO: Patrick Milling-Smith
Executive Producer: David Richards
Producer: Pete Slowey
Head of Production: Mamta Trivedi
Production Supervisor: Aaron Bradley
Asst Production Supervisor: Gianfranco Svagelj
1st AD: Aaron Paulson
DoP: Robert Chappell
Production Designer: Ron Beach
PR Agency: Alison Brod Marketing + Communications
Senior Vice President: Brooke Scher Mogan
Senior Director: Adrianna Lauricella

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.