Letter of Complaint to Burger Kings Corporation

Nur Muna Binti Hazem Tamimi

Fairview International School
May, 2015 Exam Session
Candidate Number: 004093-0001
Diploma Program, Group 1
Language A: Language and Literature HL
Written Task 1
Supervisor: Ms. Abigail Ferrari
Word Count:

Ms. Divya Dutta

A-23, Avenida Francisco Rivera Paquirri
29640 Fuengirola
Mlaga, Spain
30th July 2009

Mr. John W. Chidsey, Chief Executive Officer

Mr. Russ Klein, President of Global Marketing, Strategy and Innovation
Burger King Corporation
5505 Blue Lagoon Drive
Miami, Florida 33126

Dear Mr. Chidsey and Mr. Klein,

A COMPLAINT REGARDING THE BURGER KING AD CAMPAIGN

I am appealing for an immediate physical removal of a print advertisement by Burger King
which is being advertised for an in store promotion at three outlets of Burger King at
Fuengirola in Spain. The multimodal ad displays an image of the Hindu Goddess Lakshmi
(the Goddess of Wealth), whom is highly revered in Hinduism with a meat sandwich and
other food items and text, which includes a catch phrase La Merienda Es Sagrada in the
Spanish language. The whole purpose of the advertisement was to drum up sales in the three
stores of Fuengirola, however it was until myself and other Hindu followers which noticed
the absurdity of the advertisement which has hurt Hindus in Spain and Hindus globally.
An advertisement using sacred symbols, especially those of another culture and religion,
merely for commercial purposes and to spark humour is derogatory in itself, however to
worsen the insult in this case is to include the portrait of a Hindu goddess blessing a product
that consists meat sold by the company. The Texican Whopper is an affront to Hindu
sensitiveness in its own right. I would like to place a remark on the callousness of the
marketing department of Burger King to actually allow for such a write-up.
This is an absolutely denigration towards my religion. I was horrified and vexed to walk by a
Burger King store in my neighbourhood and discover an image of the same Goddess that I
worship to everyday at my home altar being exhibited so disrespectfully promoting a meat
sandwich along with other products.

The slogan La Merienda Es Sagrada which when being translated to the English Language,
it provides a meaning of A snack thats sacred is extremely baffling, way beyond humour
and behind the limits of tolerance as a description for the meat sandwhich the company is
promoting. The company surely demonstrates lack of cultural and Ethno-religious sensitivity
for the Hindus in Spain and worldwide by using an advertisement with links to a religion. As
different religions may have certain taboos when it comes to their food intake, a multinational
company such as Burger King should have been considerate to not mock these taboos for the
purpose of monetary gains. It is shocking to know the audacity of Burger King to insult one
of the most popular deities of the worlds oldest religion.
The word sagrada is bolded and it is being presented in a bigger font just above the portrait
of the Lakshmi goddess. This further emphasises the phrase as important among the rest as
the bolding serves to emphasise and making sure that the reader sees and takes in the
message. It helps the reader to interlink the meaning of the word, the blessing of the Goddess
and the product which is being subjected at which may have given a humorous effect to the
Spanish viewers in general and viewers generally. However, it has definitely flicked anger
among Hindu viewers and viewers with moral convictions.
The catch phrase, A snack that is sacred uses the word sacred which connotes that the
object itself has a high veneration, specifically the beef burger in this case. However, this is
juxtaposition in itself as Hinduism promotes vegetarianism and repudiates the action of
animal slaughter. Thus, by relating a burger with the idol Herself is absolutely appalling. I
call this an extremely repugnant step by the company trying to promote the product being
sold.
The image is placed in the middle of the advertisement. By placing the image in the middle ,
although it may have seemed as something bizarre for viewers not knowing the origins of
the portrait, this helps to capture the viewers attention better. The colour of the
advertisement being very dark and bright towards the picture of the burger and the Goddess
manages to attract the readers view to concentrate on the central message being delivered.
The black or dark colour generally signifies a colour associated with enigma and power
which further adds the significance of the interconnection of the phrase sagrada and the
meat sandwich.
All in all, the main aim of the advertisement is to break through the clutter, to be different and
bold. The combination of the elements in the advertisement makes you to pay attention to it.
However, the company should have contemplated regarding the use or consumption of meat
in a religious context is generally proscribed in Hinduism.
As an international company originating from the United States, one of the most culturally
and religiously diverse country, we would hope the corporate leadership of Burger King
would apologise and take serious consideration to remove the posters immediately. Thank
you.

Sincerely,
Ms. Divya Dutta.
Wordcount: 833