When two mascots kiss, the intolerants boil with rage. That’s what happened in Finland, where fast food giant Burger King installed billboards to celebrate Helsinki Pride Week 2020. The message of the advertisement: Love conquers all. Arch-conservatives are upset about this and claim that gay kisses have nothing to do with love – but with perversion.

The advertisements were distributed during Pride Week in the Finnish capital, as well as in newspapers and inside the restaurants. The posters depict a tender kiss between the two mascots, whose respective fast food giants are linked by decades of competition. But love is stronger than hate – a message that was very well received in social media. Apart from the eternal critics who accused the company Pinkwashing(1), of course.



Burger King wanted to “show that love always wins”

The chain’s brand manager, Kaisa Kasila, said in a statement that Burger King has always stood for equality, love and the right of everyone to be as they are.

“We thought, what a better way to convey our values than by portraying an all-encompassing kiss between Burger King and McDonald. We wanted to show that in the end, love always wins. And we know McDonald’s stands for the values we stand for, too.”


Did Burger King sell itself “to the sexual agenda of the left”?


At least that’s what opponents of the campaign claim – the usual mix of arch-conservatives, right-wing radicals and homophobes, who probably had to speak out to underline the campaign’s message: Love will – because love, unfortunately, has to – overcome everything in the end.

That was too much for Peter LaBarbera – a man who is obviously very angry with the world. He is a member of the homophobic organisation “Americans for Truth About Homosexuality” and accused Burger King of not wanting to sell burgers and fries with its advertising, but instead to distribute the “perversion and sexual agenda of the left”.


He explained to the evangelical news network OneNewsNow:

“This is not about love. This is about perversion. And the question is, will cultural Marxism and sexual perversion conquer truth and our Biblical Judeo-Christian values that have made America strong but are now under withering attacks by these leftists.”


  1. Pinkwashing: Pinkwashing refers to advertising strategies that only pretend to identify with the queer community – to promote companies, countries, products or organisations by portraying them as particularly tolerant.
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