Flint Rasmussen responds to Burger King's latest campaign debacle
Burger King launched a new campaign, #CowsMenu, on July 14, 2020. For the campaign, Burger King recruited Mason Ramsey, who yodeled his way into the hearts of many a few years ago, to sing about…farts. Cow farts.
The campaign’s website says, “Cow farts and burps are no laughing matter. That’s why we’re working to change our cows’ diet and help fight climate change.” The burger chain is rolling out a new beef patty that uses this reduced-methane method in select locations in Miami, Florida, New York, Austin, Texas, Los Angeles, California, and Portland, Oregon.
The website, www.bk.com/sustainability directs you to Burger King’s parent company, RBI’s, website. This company also owns Tim Hortons and Popeyes.
There, officials with the company say that adding 100g of lemongrass to a cow’s diet can reduce 33% of methane gas from the cows. They say this has been proven in a scientific study; however, many ranchers and Agricultural scientists are speaking out about it, saying it is not accurate. Those who voiced their concerns did so on the video, which was posted directly to Burger King’s Facebook page. Many have also written their own social media posts and blogs.
One of the groups that spoke out about the ad includes the Texas and Southwestern Cattle Raisers Association. They posted this open letter on their Facebook page hours after the ad was released.
“Hey, Burger King.
Can we talk? Hamburger lover to hamburger lover?
As ranchers, we’re always excited to see new beef products and grateful for our retail and foodservice partners who promote them.
But when you launched your #CowsMenu campaign yesterday, we were incredibly disappointed.
We, too, care for the environment and are doing our part to better leave the earth than we found it. But your music video got it wrong.
When cows pass gas, it’s through belches, not “farts,” and those burps make up less than 2% of all greenhouse gas emissions nationwide. Even so, we’re continuously making improvements on our farms and ranches to reduce our carbon footprint further.
Instead of making light of the real-world work by ranchers, farmers, and scientists through a silly song and a bunch of stereotypes, we wish you would have taken the high road.
The National Cattlemen’s Beef Association CEO Colin Woodall also responded to the campaign releasing statement that says in part, “Members of the National Cattlemen’s Beef Association are disappointed by the release of Burger King’s #CowsMenu campaign. The nation’s burger restaurants can, and many of them do, play a vital role in helping improve beef’s sustainability and reducing its environmental footprint.
Unfortunately, Burger King has chosen a different path, relying on kitschy imagery that misrepresents basic bovine biology – cattle emissions come from burps, not farts - and on the potential impact of a single ruminant nutrition study that was so small and poorly conceived, it was dismissed by many leading NGOs and beef industry experts.”
World renown rodeo clown and ag advocate Flint Rasmussen also fired back on Facebook with his usual cowboy sarcasm.
“Good PR Burger King. I mean fake hamburger wasn’t quite enough, but now telling ranchers, the greatest stewards of the land this country has ever seen, what they can do about cow farts....”
In his closing remarks, he slams the fast-food giant by saying, “You know, there’s a Burger King a mile from here, and there’s never a line at the drive-through, never very many cars in the parking lot, and I always wondered why. Now I know why, because it’s Burger King.”
At this time, it appears that Burger King has not issued a response to the backlash they have received from people in the Agriculture industry.
For the official NCBA press release, click here.