“Introducing Chick Fries! The same Chicken Fries you love, now available in a pink box so we can charge chicks more for them!’
David Miami has helped Burger King to make a stand against the “pink tax”, with a YouTube video that shows reactions to its Chick Fries – the same fries that are served to men, except they come in a pink box and cost US$3.09 instead of US$1.69.
“Burger King restaurants welcome everyone, and we see pink tax as extremely unfair,” noted Christopher Finazzo, president of Burger King North America, in a statement about the stunt.
“We created this experiment with fan-favourite 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.”
And rightly so.
The Chick Fries were introduced into select stores in Miami, New York, Los Angeles, San Francisco and Chicago while supplies last. When the agency isn’t filming, they fries in pink boxes are being sold for the same price as Burger King’s regular fries.
Agency: David the Agency, Miami
Executive Global Creative Director: Tony Kalathara
Group Creative Directors: Danny Alvarez & Jason Wolske
Senior Art Director: Aaron Willard
Senior Copywriter: Jaime Villalva
Head of Global Production: Veronica Beach
Senior Producer: Carlos Torres
Producers: Nick Bourne & Kelly Allen
Associate Producer: Brenda Osorno
Senior Business Affairs Manager: Barbara Karalis
Director of Strategy: Jon Carlaw
Planners: Matias Candia & Gabriel Roldan
Account Management: Carmen Rodriguez, Stephanie Clark, Jenny Gobel & Katie Heinerikson
Managing Director & Global Chief Operations Officer: Paulo Fogaca
DoP: Robert Chappell
Partner & Chief Executive Officer: Patrick Milling-Smith
PR Agency: Alison Brod Marketing + Communications
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