'Murder King' Campaign History

Between October 2000 and January 2001 (prior to launching its campaign), PETA corresponded with Burger King about its animal welfare practices and policies. Burger King assured PETA that it took the issue seriously, yet the company showed absolutely no evidence of this.

• PETA's first letter to Burger King asking the company to adopt animal welfare standards
• PETA's second letter to Burger King, following a phone conversation with the company
• PETA's third letter to Burger King, clarifying what the company claimed to be doing for animals
• Summary of a conversation between PETA and Burger King's vice president regarding animal welfare
• Transcript of PETA's statement to Burger King's shareholders, read at the company's 2000 annual meeting, and a summary of a conversation between PETA and Burger King's vice president, which occurred during this meeting
• Summary of another unfruitful conversation between PETA and Burger King's representatives
• PETA's letter to Burger King giving the company one last chance to show meaningful movement toward improving animal welfare
• PETA's letter to Burger King reiterating our demands

On January 8, 2001, PETA launched its campaign against Burger King following the above-mentioned unsuccessful attempts to work with the company.

• Burger King's response to PETA's campaign launch
• Burger King's announcement of new "animal well-being" guidelines, made in response to PETA's campaign, and PETA's reply pointing out that these standards were bogus
• PETA's poll of Burger King's animal welfare panel, which was sent to Burger King's CEO in order to show that the entire panel agreed with PETA's proposed changes

During this time, with support from Alec Baldwin, James Cromwell, Richard Pryor, and activists worldwide, PETA ran anti-Burger King advertisements and more than 800 demonstrations occurred internationally.

On June 28, 2001, PETA ended its campaign against Burger King when the company agreed to make meaningful changes in order to protect the animals it uses.