Can A Burger Be Racist? Apparently This Food Stunt Went Too Far

The viral video featured a white man telling London curry house owners their food wasn't "authentically Indian".

It's become an increasingly familiar cycle: advertising agency creates tone-deaf campaign, controversy ensues, brand apologises. Rinse, repeat.

Gourmet Burger Kitchen is the latest company to face a wave of criticism after the British food chain's controversial "Curry Wars" effort.

The campaign, devised by London-based You Agency, promoted the eatery's Ruby Murray burger, which they boasted is "good enough to start a curry war".

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It featured a white man wearing a sandwich board advertising the chain's "proper Indian" burger, telling curry house owners their dishes weren't nearly as "authentic".

Thanks to swift backlash, the restaurant chain has issued an apology for the video they "intended to be humorous".

Numerous Twitter users decried the campaign, including esteemed music journalist Jasmine Dotiwala who said it reflected that "Orientalism lives".

Scottish-Pakistani writer Amna Saleem implored the agency to "hire more minorities in senior positions so they can inform you when you're being racist".

Earlier this year, clothing retailer H&M was accused of racism when a black child was pictured in a hoodie that read "coolest monkey in the jungle".

The company issued an apology and removed the image from its site after celebrities like LeBron James and The Weeknd joined the massive fallout.

Personal care brand Dove came under similar fire last year for showing a black woman taking off her brown shirt and becoming a white woman after using their body wash.

After a hashtag campaign was started to #BoycottDove, the company issued an apology via Twitter.

"An image we recently posted on Facebook missed the mark in representing women of color thoughtfully. We deeply regret the offense it caused," the statement read.

Contact the author samelia@networkten.com.au