A Queensland burger chain has sparked an online debate over their latest advertisement campaign that depicts a woman giving birth to a burger alongside the slogan, ‘we deliver’.
Burger Urge, which has 15 stores in Queensland, published the advertisement both online and in a print campaign.
The ad – which says ‘We deliver burgers to your door’ – has opinions divided, with some people labelling it as ‘sexist’ and ‘exploitative to women’, while others simply saw it as ‘clever advertising’.
Causing controversy: Queensland burger chain Burger Urge has caused an online debate with their latest advert (pictured)
Burger Urge shared the advertisement to their Facebook page on March 30 where it was met with a barrage of comments.
Many people appeared to take offence to the ad, labelling it as ‘sexist’ and going as far as to call a ‘boycott’ on the store.
‘You can be funny without exploiting women, get a better ad agency,’ one person wrote.
‘I would be demanding a refund from your ad agency if I were you this is one of the most offensive ad’s I have seen. No burgers for me or my family thanks,’ wrote another.
#NotBuyingIt: The ad has been labelled as ‘sexist’ by some social media users
However, the ad was also met with a large amount of support.
‘Can somebody actually tell me why this is offensive. Very funny play on the word “Deliver” as far as I am concerned. Well done lads,’ one person wrote.
Burger Urge managing director Sean Carthew told Daily Mail Australia it was ‘never their intent to offend or objectify women’.
‘For people we have offended well then all we can do is apologise, but we don’t feel we need to withdraw the campaign,’ Mr Carthew said.
‘Boycott Curger Urge’: Some people went as far as to call a boycott on the burger chain
‘Great advertising’: Others defended the ad, and said it was not sexist but simply clever advertising
‘We have always tried to be creative and a bit outside the box with the way we approach things, and that’s exactly what we’ve done here.
‘We think most intelligent people can see the fun in the advertisement itself but personally, and for that matter none of my team … see the advertisement as sexist or objectifying women.
‘I can see how some people might see it as slightly controversial, but once again, we are always thinking differently in the way we approach our marketing.’
Mr Carthew said while the advertisement did meet some backlash online, they had received more positive comments than negative.