So if there's a Burger King, is there a Burger Queen, and who is she? The fast food chain and Y&R Shanghai asked and answered the question in China for a campaign around International Women's Day.
In video interviews, the brand asked women, "Can you be our Burger Queen?" Many responded that they weren't cut out for it. "I have no boobs," one said. "I'm too fat." "Maybe I'm kind of dull." "If I were 20 years younger, I could definitely be a queen." Not all of the women were so self-deprecating: "I prefer to be a princess," one said.
The interviews led to an in-store experience, where burgers came in boxes with a question printed on the top: "Do you want to know who our Burger Queen is?" When women popped open the box top, they found a mirror inside, complete with a little yellow crown. The message: "Every one of you is our Burger Queen." Awww.
The brand teased the women's day event with short videos on social media, showing women popping open the boxes and looking surprised. Longer videos featured interviews and featured the reveal. Burger King's account on Twitter-like platform Weibo changed its logo temporarily to "Burger Queen." Several outlets were rebranded for the event, and the special boxes were available only for May 8, International Women's Day.
It wasn't the first time Burger King has played with a queenly theme; last year, to mark the 90th birthday of Queen Elizabeth II, a London Burger King rebranded for a day as Burger Queen.
Women in China are entitled to half a day off work for International Women's Day, and this year many brands urged women to spend that free time buying things to pamper themselves. The idea of queenliness was in the zeitgeist. Alibaba's shopping platforms, Taobao and Tmall, celebrated a discount event called "Queen's Day."