Burger King runs press ad admitting horse meat contamination
By John Reynolds, marketingmagazine.co.uk, Friday, 01 February 2013 10:56AM
Burger King is today running an ad in the national press admitting that its burgers had been contaminated with horse meat DNA, marking a u-turn by the fast-food company.
The full-page ad is published as a letter to Burger King customers and admits that it has failed them.
The letter reveals that "very small trace levels" of horse DNA had been found in four samples at Burger King's Irish supplier, Silvercrest. However, Burger King insisted "this product was never sold to our restaurants."
Diego Beamonte, vice-president, global quality, Burger King Corporation, said: "While the Food Safety Authority of Ireland has stated that this is not a food safety issue, we are deeply troubled by the findings of our investigation and apologise to our guests, who trust us to source only the highest quality 100% beef burgers.
"Our supplier has failed us and in turn we have failed you. We are committed to ensuring that this does not happen again."
The admission marks a U-turn by the fast-food giant, which had previously given an "absolute assurance" its food was untainted.
Burger King has now ended its relationship with Silvercrest, which also supplied the tainted burgers to Tesco and Asda.
The press ad is running in today's issue of The Sun newspaper.
This article was first published on marketingmagazine.co.uk
- Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
- Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
- Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
- New Business Director - Superb Agency Fill Recruitment Ltd £negotiable, Central London
- Digital Media Consultant Silverdrum £25,000 - £35,000 depending on experience + uncapped commission, London (Greater)
- Macmillan defends hijacking ice bucket challenge
- Comparethemarket.com first UK brand to run Facebook Premium Video ads
- Game Of Thrones actress stars in online Karen Millen campaign
- Guinness Africa launches 'made of black' campaign with Kanye West ad
- Twitter launches learning hub for agencies
- Uncle Ben's launches YouTube cooking show