Burger King marks 'Your style is the Queen's style' for women
US fast food chain Burger King extended its International Women's Day campaign this year, asking every female customer to join the runway to discover their true style and identity.
At a Burger King outlet at Zhongyuan City Plaza in Yangpu District, dozens of consumers were invited to walk on the runway to show their distinctive character and to express themselves with true confidence regardless of their age and where they come from.
The red runway was set up for this special occasion a day earlier and a special passage was reserved for female guests on March 8.
Those who walked through the runway were given a free tailor-made queen's Whopper.
The wrapping paper for the Whopper on International Women's Day also featured a special design imprinted with "Your Style is the Queen's style" logo.
There was also a blank space on the wrapping box where customers could write their name to make their burger unique.
Along with the queen burger set, 10 queen stickers were also offered to consumers so they could choose whatever suited them the best, including "cutie", "intellectual" and "scholarly."
Burger King said it hoped every female consumer would have the courage to show their unique style and everyone could become a unique queen on this special occasion.
Most women found themselves not even close to being a queen, and Burger King set up this runway and created the light and sound effects so that consumers would feel free to join the stage to show their beauty and style.
Whoever they are, whether they are cute girls, sexy ladies or working office ladies, every female customer is able to have their say over their queen style.
Orhan Umit Zuvin, chief executive officer of Burger King China Holding Co, also joined the event and placed crowns on female guests and invited them to enjoy the special day. "Not only women customers, but also all of our employees at Burger King are Queen on this special day and they can get to be themselves, be authentic, and act like what they are," Zuvin said.
"Last year we reminded our guest to be a unique Queen so this year we take one more step forward and to remind them to be themselves regardless of the labels and just have fun,” Zuvin said.
Last year's campaign sent out the message to customers that Burger King isn't just about the "King", and that every one is "Burger Queen."
The "Search of Burger Queen" campaign created a buzz among consumers last year and they were touched by the emotion conveyed through a small mirror in the burger box.
The International Women’s Day in China has always been a day to pay tribute to women’s achievements and various kinds of promotions were launched by business owners.
Burger King has always had a bit of masculine touch and through the International Women’s Day campaign, it hopes to attract female consumers closer to the brand which always opens its door to all people.
Burger King’s tag-line is “Your Way” and it has always stuck to the authentic taste and a tailor-made menu offering to cater to different demands from various consumers.