What, exactly, were the communication strategists at Gushers and Fruit by the Foot trying to say? Since the killing of George Floyd last month in Minneapolis, hundreds of thousands of protesters have marched in communities across the country, and hundreds of marketing teams have shared optimistic statements on social media that signal support. Popeye’s Chicken stated that the company would use its “platform” to “support this movement.” Wendy’s claimed that its “voice would be nothing without Black culture” and promised to “amplify Black voices” on Twitter. And Burger King adapted its slogan in a tweet that read, “when it comes to people’s lives, there’s only one way to have it. without discrimination.”It seemed that, to most food companies, the national protests against police brutality and racism were a chance to both express solidarity and build their brands.

Source: New York Times June 11, 2020 15:00 UTC