Burger King Russia has apologised for a promotion which offered Russian women Whoppers and cash for getting pregnant by World Cup players.
The offer announced on Russian social media, was denounced as sexist and demeaning.
It promised a reward to women who get “the best football genes” and “ensure the success of the Russian team for generations to come.”
It was removed from Burger King’s social media accounts but was still circulating among Russian social network users.
The promotion contained an image of a pregnant woman and offered a reward of three million rubles (around £35,000) and a lifetime supply of Whoppers to any woman who could get themselves impregnated by a World Cup player.
Burger King promises $50,000 and lifetime whopper supply for Russian women able to get pregnant from any football celebrity (to transfer good genes to Russia) pic.twitter.com/su8lyfkt6N
— English Russia (@EnglishRussia1) June 19, 2018
Burger King’s Russia division has a history of controversial promotional stunts.
Last year it took down an ad that made fun of a 17-year-old rape victim in an online marketing campaign.
The fast-food company used the likeness of Diana Shurygina, who was raped when she was 16 at a house party, as part of a buy one get one free burger offer.
In 2015 they were also called out by customers for being 'vulgar' after using imagery of a well-endowed lady to advertise their food.
The new promotion, roughly translated, said: "Burger King, within the framework of social responsibility, has appointed a reward for girls who get pregnant from the stars of world football.
"Each will receive 3 million rubles, and a lifelong supply of Whoppers. For these girls, it will be possible to get the best football genes, and will lay down the success of the Russian national team on several generations ahead. Forward! We believe in you!"
It has since posted a Russian-language statement on local network VKontakte saying: "We apologise for the statement we made. It turned out to be too insulting.
"We thank you for the feedback and hasten to inform you that we have already removed all materials related to the application.”
Burger King Russia's promotion was posted just days after Tamara Pletnyova, a Russian lawmaker, urged the nation’s women to “think better of” having casual flings with visiting World Cup players.
“There probably will be girls who will meet [foreign fans] and have children,” said Ms Pletnyova. “Maybe there will be such girls or maybe not, I hope, maybe they will think better of it.”
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