![]() ![]() “As with anything in life, there will be people who will like it, there will people who will dislike it,” he says. Machado says that he knows their clear signal of support for the LGBT community isn’t going to float everyone’s boat. ![]() One, hilariously, questions whether “gay people even eat fast food.”īurger King also sponsored pride parades in New York and San Francisco, both of which took place this past weekend, and the company gave out about 70,000 rainbow-colored paper crowns. In a rough cut of the reaction video, one bystander says, “Well, if that’s what they’re gonna do, they won’t be having my business anymore.” Others smile, some cry out of solidarity, many express their support. “We felt that could bring to life a message of equality, self-expression, authenticity and just being who you are.”Įven in the liberal bastion that is the City by the Bay, not all the responses were positive. (This post will be updated to include the video once it is available.) “As a brand, we welcome everyone,” Machado tells TIME. Fernando Machado, a senior vice president of global branding, led the effort, which included on-the-spot filming of customers’ reactions outside the location at Market and 8th Streets. The campaign was conceived just a few months ago as a way for Burger King to bring the company’s new “Be Your Way” tagline to life.
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