London, December 4 : Burger King has incurred the wrath of campaigners with its new advertising campaign that experiments on “burger virgins” – the poverty-stricken villagers from globally remote parts.

The food giant came up with a new promotion scheme of comparing its signature Whopper burger against McDonald’s Big Mac to see which won the taste test challenge.

The endorsement explained, “how it sought out farmers in rural Romania, Thai villagers and residents of Greenland''s icy tundra” for a “real opinion”.

"If you want a real opinion about a burger, ask someone who doesn''t even have a word for burger," the Telegraph quoted whoppervirgins. com, the website promoting the campaign as saying.

This has raged various critics, who have dubbed the entire “research”as “insulting and exploitative”.

Marilyn Borchardt, development director for Food First told the New York Daily News that the ad was not only ‘insensitive’ but even failed to acknowledge that “there''s even hunger in any of these places.”

The Inquisitor blog also said: "If visiting poor people in remote locations, some who would be at best surviving on below poverty levels and throwing a burger in their faces isn''t bad enough, it gets better, because they also ask the Whopper Virgins to compare the taste of the Whopper to a McDonalds Big Mac as well.” (ANI)