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Burger chain gets a grilling over its ‘tone-deaf’ advert


A BURGER chain was forced to abandon a social media campaign for an Indian-themed product yesterday after it caused a storm.

Gourmet Burger Kitchen’s advert for the £9.95 Ruby Murray burger was criticised by Twitter users who called it ‘embarrassing’ and ‘tone-deaf’.

The company tweeted: ‘Your favourite curry is not authentic. Try a proper Indian.’

Abandoned: The ad was criticised on Twitter

A video was attached of a man in a sandwich board with a photo of the burger labelled ‘This is a proper Indian’ standing outside curry houses. He approaches the public and staff, saying each business is ‘not a proper Indian’.

One Twitter user wrote: ‘Clearly you don’t have a single BAME person in your PR/marketing team.’

GBK said: ‘To all those who have been offended by the Ruby Murray advertising campaign, we humbly apologise.’

It added that the campaign was ‘intended to be humorous’ and said: ‘We know that a GBK burger could never truly pass off as an authentic Indian dish. We have made the decision to take down the content.’