International Women's Day - Burger King marketing fail or win?

March 8, 2021 was International Women's Day and in celebration of this, Burger King decided to tweet out "women below in the kitchen". This of course was part of a marketing strategy to get everyone's attention about the lack of professional female chef's in the restaurant industry. Was this a fail or was a it a success? Could Burger King taken a different tactic but get the same message across?