I stumbled upon Burger King's Whopper Virgins video today while browsing Take a Bite out of Climate Change's blog about food issues relating to the meat industry. (A good website to check out for all kinds of food-related issues.) I read their article, "America: Land of Fast Food?!" in which they discuss Burger King's interesting attempt at an ad campaign, a seven-minute video where the Burger King burger is introduced to groups of remote locals who have no exposure to fast food industry advertising. The idea is that they are the perfect, unbiased taste-testing subjects to present the Whopper versus Big Mac debate. As if that is the point.
I must say, this entire film project really disturbed me. To begin with, there is no way this “taste test” says anything about the taste of either burger. Most likely, people tasting a burger for the first time (who have never before heard of one) will not even share the same taste palette as people who do consume burgers. What exactly is Burger King trying to prove?
Additionally, and more importantly, Burger King should maybe think about a few key things. The reality of the meat industry and feedlots, for one. (Not to mention the problems I could elaborate on regarding the other ingredients in the Whopper.) But also the exploding obesity and diabetes epidemics in the US thanks to the fast and processed food industries. I’m not sure a fast food “culinary culture” is anything to brag about or to spread to others.
Beyond that, from an anthropological perspective, I question the ethics and sensitivity of bringing such food (with all its social, environmental, political, and cultural problems… am I forgetting any?) to people to eat without their having any idea about where it came from, or what is implicated in its production.
And all of this doesn't even scratch the surface of the issue of the image evoked by the title of this video - the taking of virginity, the masculine deflowering of "innocence." The gendered trope going on here is a bit more buried, but also worth mentioning. Does Burger King have the right to take this "virginity," especially one from isolated, largely indigenous peoples and cultures that have maintained sustainable existences and who, I will be bold enough to say, I believe would not support Burger King and other fast food restaurant's endeavors if they understood the whole picture. What is the Burger King trying to do here? Sleep with the peasant's blind daughter? (Sorry...) But is this the kind of relationship Burger King wants to have with new peoples and cultures with which it comes into contact?
Burger King just doesn't get it (or - as I suspect is more likely - is in complete, and public, denial). It seems the company thinks nothing of engaging itself in another questionable practice.
