In the world of marketing, getting celebrities to endorse your products is the best way to ensure brand visibility. Mary J. Blige is a symbol that Burger King tried to connect with the company’s new image. But as it seems, the company failed to abide by the rules of the contract and issued a controversy now almost a week long. Mary J. Blige criticizes Burger King for the ad controversy.
Earlier this month, Burger King released an ad featuring Mary J. Blige singing about a chicken wrap, one of the fast food chain’s most recent additions to the menu. Burger King is at the moment trying hard to catch up on McDonald’s and adjust the business to the present day customer needs. Appealing to a younger group of consumers is part of the overall new marketing strategy and Mary J. Blige seemed to be the right image choice.
The ad originally aired this week online and it immediately went viral, but after it started generating controversy the video disappeared. Apparently Burger King aired the commercial without remembering some licensing guidelines. Whether or not it was just a publicity scheme, the Mary J. Blige Burger King ad attracted a lot of interest, mainly because of how the singer is portrayed.
The controversial Burger King ad starts featuring Mary J. Blige singing on top of a table turned stage about the chicken wrap. The singer explains what’s inside the chicken wrap: “Crispy chicken, fresh lettuce, three cheeses, ranch dressing wrapped up in a tasty, flour tortilla”.
Fans argued that having Mary J. Blige singing about a chicken wrap isn’t exactly the best idea. Take this critic’s review: “Mary K is presented as, and accepted as, a special person who represents the people. To see her sing for chicken is jarring”.
After several such statements went viral, Mary J. Blige released a statement saying she “agreed to be a part of a fun and creative campaign that was supposed to feature a dream sequence. Unfortunately, that’s not what was happening in that clip”. She added that she’s heard some of her fans got “upset with what they saw. But if you’re a Mary fan, you have to know I would never allow an unfinished spot like the one you saw go out”.