However, I would be interested to see a demographic breakdown of those who care most about cows and their impact on the environment vs those who actually eat hamburgers/Burger King. I am guessing that BK is not necessarily catering to their base here. The marketing message is obviously not as terrible as the Gillette "men are toxic" campaign in terms of isolating a target market, but I don't think this will improve BK's position in the market place. I think they need to start with their menu items and making it taste better. I don't remember the last time I ate at BK, and that is all because of their food.