US TODAY posted an article by Bruce Horovitz about Burger Kings new campaign supporting gay rights. For the 44th annual San Francisco Pride Celebration & Parade the company offers the Proud Whopper, which does not differ from the usual Whopper except the rainbow coloured wrapper saying on it "We are all the same inside". Burger King even saw people keeping their rainbow wrappers. Burger King also sponsored the Gay Pride Parade for the first time, where they sold burgers to participants and passed out Burger King rainbow crowns.
The Senior Vice President of Global Brand Management at Burger King said that this campaign shows who they are as brand and what they stand for. Burger King believes in self expression. their new slogan: "Be your way". Through this campaign Burger King can easily connect with their customers, mainly because gay rights are a strong issue all over the world.
All Proud Whopper sales will be donated to Burger King McLamore foundation, where Burger King gives out scholarships to students.
So far they have only had good responses from customers and supporters saying that it is a great marketing strategy and shows that the company understands the diversity of the topic. If a big company supports gay rights it makes a difference and can chnage minds.
This campaign is a very good investigation and a great way for marketing. Especially if a company like Burger King supports gay rights, people will think differently about it. Ethics are a huge part of business, because companies use donating and ethical business behaviour for marketing. Many companies also donate money to help others and try to encourage others to do the same. I think this campaign is a great idea and should be continued in the future to give gays more support and change peoples mind about this topic. If Burger King support them others will too in the future.
http://www.usatoday.com/story/money/business/2014/07/01/burger-king-gay-pride-burger-parade-fast-food-gay-rights/11903861/
3/4 - what a great article with lots of links to the syllabus - not only the CSR/ ethical view (as noted) but also some good marketing/promotion links. Some of the key concepts are mentioned but try putting them in the labels of the post to help you organise your article for revision. A picture might also help it come to mind in the exam too!
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