Cows Menu is an advertisement by American fast-food chain Burger King that shared their new approach to reducing emissions. The video advertisement, featuring the Walmart Yodel Boy sing about cow flatulence, was shared on Twitter in July 2020. Though the aim of the commercial was to share that their cows would be eating more lemongrass to reduce the cow’s methane emission, many Vegans and used the hashtag #cowsmenu to denounce the initiative and promote veganism.
On July 13th Burger King tweeted, “breathe the farts of change” as a teaser for their new advertisement (shown below). The tweet gained over 15,100 likes and 5,900 retweets in a day.
cow farts & burps are no laughing matter. they release methane, contributing to climate change. that’s why we’re working to change our cows’ diet by adding lemongrass to reduce their emissions by approximately 33%. learn about our ongoing study: https://t.co/kPCXpjfbGL #CowsMenu pic.twitter.com/DnmF8gVVL0
— Burger King (@BurgerKing) July 14, 2020
On July 14th, 2020, the promoted hashtag #CowsMenu trended on Twitter. That day, Twitter user @britta27119989 posted, “Or we could just stop eating meat all together. I don’t want to force veganism on people but I would encourage trying a vegan meal here and there to see it’s not bad at all and can be an easier transition especially now with all the amazing plant based products #COWSMENU” (shown below, left). The tweet garnered over 560 likes that day. Many Twitter users began arguing about the ad’s helpfulness. Twitter user @TimRunsHisMouth said, “Literally no one gives a shit that Burger King is reducing cow farts… what a complete waste of money on marketing for some stupid virtue signaling. #COWSMENU” (shown below, right). The tweet accumulated over 460 likes that day.
Seeing a lot of people complain and saying “just stop eating meat!” but this is a step in the right direction in accepting and tackling a problem to try and make a positive change for the world. Baby steps are better than nothing. #CowsMenu https://t.co/GALB2xZOtX
— ⬛ (@ellismontgomery) July 14, 2020
— #BLACKLIVESMATTER ✊🏿 (@WVUGuy29) July 14, 2020
— Shortbus on 97x (@shortbusradio) July 14, 2020