MADRID (LifeSiteNews) – The Burger King fast-food chain has apologized to Spanish Catholics following a blasphemous Holy Week ad campaign that mocked Christ’s words at the Last Supper.
“Take and eat all of it (Tomad y comed todos de él). It’s meat-free,” stated one of the two advertisements included in the controversial Holy Week campaign. They were meant to promote Burger King’s new range of vegetarian options, hoping to appeal particularly to Catholics who do not eat meat on Good Friday.
The words used in the ad were a direct reference to Christ’s words at the Last Supper: “Take and eat, all, of it (Tomad y comed todos de él), for this is my body.”
These words are considered particularly sacred by Catholics as they are also used by priests during the Consecration, the part of Mass during which the bread and wine present on the altar are substantially changed into the body and blood of Christ. “Tomad y comed todos de él ” are the exact words used in the Spanish-language translation of the Latin Rite Mass.
Another advertisement exploited the biblical phrase “flesh of my flesh,” found in Genesis 2:23, ostentatiously crossing out the word “flesh” to replace it with “vegetable.” The original is part of Adam’s expression of joy at first meeting Eve.
The campaign triggered an uproar on social media, with many Catholics denouncing the two ads as blasphemous and calling for a boycott of the fast-food chain, using the hashtag #boicottBurgerKing.
A petition asking Burger King’s CEO to fire Jorge Carvalho, the company’s director general for Spain and Portugal, was also launched.
“They’re mocking the Eucharist and the death of Christ in the most sacred time for Christians,” states the petition, adding that Burger King took advantage of Holy Week “to launch an offensive campaign against millions of believers to get publicity and money.”
Bishop José Ignacio Munilla of Orihuela-Alicante took to Twitter to condemn the campaign.
“Apparently, the loss of culinary taste and the lack of respect for religious feelings go hand in hand,” the bishop tweeted.
Por lo visto, la perdida del gusto culinario y la falta de respeto a los sentimientos religiosos van de la mano…#SabadoSanto pic.twitter.com/XSQCIFmfof
— Jose Ignacio Munilla (@ObispoMunilla) April 16, 2022
Some Twitter users also pointed out that Burger King would not dare to attack other religions.
“What would happen if Burger King attacked the religious sentiment of other confessions? I welcome your thoughts on this,” tweeted Rosana Ribera de Gracia.
Many commentators responded that the fast-food company has never made provoking ad campaigns directed at Muslims.
¿Qué pasaría si atentara @burgerking_es contra el sentimiento religioso de otra confesión?
Se admiten sugerencias de respuesta.
Esta foto es de ayer Jueves Santo, en Sevilla. Calle San Pablo. pic.twitter.com/X1L9mos69G— Rosana Ribera de Gracia (@RosanaRibera) April 15, 2022
In response to the backlash, Burger King issued an apology on Twitter on Easter Sunday and announced the immediate withdrawal of the campaign.
“We apologize to all those who have felt offended by our campaign aimed at promoting our vegetable products during Holy Week. Our intention has never been to offend anyone and the immediate withdrawal of the campaign has already been requested,” tweeted Burger King.
Pedimos disculpas a todos aquellos que se hayan sentido ofendidos por nuestra campaña dirigida a promocionar nuestros productos vegetales en Semana Santa. Nuestra intención nunca ha sido ofender a nadie y ya ha sido solicitada la retirada inmediata de la campaña.
— Burger King (@burgerking_es) April 17, 2022