On June 24, Saudi women finally got behind the wheel as the Kingdom lifted its ban on women driving.
With 3 million women expected to be driving by 2020, according to PwC, auto brands have been massively investing in marketing in the Kingdom. We even did a roundup of all their ads released to mark the occasion and even when the Royal Decree was announced last year.
But now, fast feeder Burger King has joined the celebration by giving female drivers a free Whopper – or as they’re calling it, a ‘WhoppHer’.
For a whole month, from June 24 to July 24, Burger King Saudi Arabia is giving its signature burger free to any woman in the driver’s seat who pulls up to its drive-thru windows. The burgers will come wrapped in special paper, renaming the sandwich “WhoppHer.”
The idea comes from BK’s agency in Germany, Grabarz and Partners.
Since the video’s release, social media users have pointed out the less than ideal choice of words: Whopp Her.
— Amir Sariaslan (@AmirSariaslan) June 30, 2018
If it was historical, it would have happened a long time ago… like in the rest of the world. Now it’s possibly a historic moment.
Fire your copywriter. Oh and maybe the CD too. Whopp HER… really?
— SIXTEN (@666ten) June 30, 2018
— Karim Anis Yusuf (@kazbasha) June 29, 2018
Burger King has not responded to any of the comments as yet. For the advertising world, though, it’s yet another example of a global agency working on a local campaign – especially one in Saudi Arabia, which is a market that requires a fair amount of cultural understanding and nuance.