The fast food chain is launching what it is calling “The Proud Whopper,” which is enclosed in a rainbow-colored wrapper with the inscription: “We are all the same inside.”
The burger in its colorful packaging will be sold through July 3 at one Burger King restaurant located in San Francisco, a city known for its celebration and promotion of homosexuality and where sexually-transmitted diseases well exceed the national average.
Last weekend, the fast food chain was a proud sponsor of the 44th annual San Francisco Pride Celebration & Parade, which also passed by its downtown restaurant where workers sold “Proud Whoppers” and handed out some 50,000 rainbow Burger King crowns that were worn by parade participants and spectators.
Fernando Machado’s senior vice president of global brand management at Burger King, who led the effort, said that it was first time that Burger King sponsored a “gay pride” event in the U.S., though it may have done so overseas.
Machado stated that highlighting this special burger as a part of the event “showcases who we are as a brand”.
“It shows how we, as a brand, believe in self-expression,” he stated.
Today, Burger King released a two-minute video about the “Proud Whopper” on its YouTube channel, which Machado says is the chain’s localized effort to support actions that promote its recently-adjusted slogan: “Be Your Way.”
The video was created by Burger King’s Miami ad agency and was intended to capture customer discussion about whether or not the burger is any different than its same-priced traditional Whopper. Ultimately, customers discover, and in one case tearfully so, that the only difference is the rainbow wrapper.
According to Machado, all “Proud Whopper” sandwich sales will be donated to the Burger King McLamore Foundation to provide scholarships to openly homosexual high school seniors that will be graduating in 2015.
Machado says that there are no immediate plans to broaden the promotion, but hinted that the fast food chain “may consider something even bigger later on.”
Burger King is not the first major corporation to come out in support of homosexuality.
Chipotle, whose owner is openly homosexual, has sponsored floats in homosexual pride events nationwide. Additionally, Starbucks, whose CEO told a shareholder who objected to the company’s promotion of homosexuality last year that he could sell his shares, recently marked the 40th anniversary of Seattle Pride by flying an enormous 800 square foot rainbow flag over its headquarters in Seattle.