Burger King issued an apology after the company ran an ad in connection with the World Cup that was widely perceived as offensive.
USA Today reports that the company “has apologized for an extraordinarily insensitive advertisement that promised Russian women a lifetime supply of free meals and a cash ‘prize’ if they were to become pregnant with a child fathered by a World Cup soccer player.”
The report notes that the hamburger chain ran the campaign on the Russian social media outlet VK, where the spot promised a payment of $47,000 plus a lifetime supply of Whoppers.
“The offer was extended to ‘girls who manage to get the best football genes’ and ‘lay down the success of the Russian national football team.’ the indication being that the offspring produced by such liaisons would grow up to be soccer stars,” the story reports.
The Burger King message is quoted saying: “It is a reward for the girls who would get pregnant from the international football superstars.”
The company pulled the campaign on Tuesday, and admitted in a statement cited by USA Today that the ad was “too offensive.”
“As soon as it was brought to our attention, we had it removed,” Burger King said. “It certainly does not reflect our brand or our values and we are taking steps to ensure this type of activity does not happen again.”