Burger King takes a jab at Chick-fil-A with its Pride Month Ch’King campaign

Burger King‘s chicken sandwich campaign alludes to Chick-fil-A’s fraught history with the LGBTQ+ community

Burger King takes a jab at Chick-fil-A with its Pride Month Ch’King campaign 16

Burger King is trying to have the upper hand in the chicken sandwich wars by alluding to the fraught history of its rival Chick-fil-A with the LGBTQ+ community.

Soon after launching its newest chicken sandwich Ch’King last week, Burger King tweeted that it would donate 40 cents for every chicken sandwich sold in June up to $250,000, or 625,000 sandwiches, to The Human Rights Campaign, the largest LGBTQ+ civil rights organization in the U.S., in celebration of Pride Month.

The tweet is a not-so-subtle dig at Chick-fil-A, as Burger King noted that the donations would be made “even on Sundays.” As fast food lovers know, Chick-fil-A locations are closed on Sundays because of the company’s devout Christian ownership.

Chick-fil-A has also faced backlash several times for supporting anti-LGBTQ+ causes for years. Former recipients of the chain’s donations include the Salvation Army and the Fellowship of Christian Athletes, which both have taken controversial stands on homosexuality and same-sex marriage. Chick-fil-A CEO Dan Cathy also notoriously caused outrage among members of the LGBTQ community when he expressed support for “the biblical definition of the family unit” in a 2012 interview.

Since then, Chick-fil-A has tried to recover its image by pledging not to “have a political or social agenda” and by distancing itself from Cathy’s remarks. However, just last week, The Daily Beast identified Cathy as a donor to the National Christian Charitable Foundation, which has a history of funding opposition to The Equality Act. As expected, this revelation has prompted renewed calls over social media to boycott Chick-fil-A.

Burger King didn’t mention Chick-fil-A’s name in the tweet. But in a separate statement, Burger King said: “[The LGBTQ+ community is a] community we love dearly and have proudly supported over the years, so we couldn’t miss an opportunity to take action and help shine a light on the important conversation happening.”

First announced last February, Burger King’s Ch’King features a breaded chicken fillet on a potato bun and served with pickles and a signature sauce. It is available in both standard and deluxe sizes, and customers can also opt for a version with a “spicy glaze.”

Sources: CNN, USA Today, HuffPost, The Daily Beast