Burger King is celebrating gay pride with a message on its Whopper wrappers.
The fast-food chain posted a video online Wednesday that shows scenes from a San Francisco location where it sold a “Proud Whopper.” Customers were not told what is in the burger, which comes wrapped in rainbow paper. Once opened up, a message inside the wrapper states, “We are all the same inside.”
The idea is that the Proud Whopper is no different from the regular Whopper, despite its colorful packaging.
The marketing effort is part of Burger King’s push to connect with customers in a more meaningful way, particularly with the younger individuals fast-food chains are known for courting. As part of that push, Burger King recently said it was retiring its “Have It Your Way” slogan in favor of the more personal “Be Your Way” (Ad Age pointed out the phrase was “grammatically challenged”).
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Burger King is now selling a ‘Proud Whopper’ in San Francisco as part of LGBT Pride Month, a burger in rainbow wrapping bearing the oddly juxtaposing tagline ‘We’re all the same on the inside’.
Part noble gesture (proceeds from the sandwich will help fund scholarships for LGBT high school graduates), part calculated targeting of the pink dollar (the buying power of gay consumers was estimated to be $743 billion in 2010), the Proud Whopper will be sold for a limited time in the city.
Its slogan attempts to convey the message that we’re all human beings of equal worth regardless of gender and sexuality, but draws odd comparisons with the burger itself.
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It seems to suggest we’re all the same inside just like one of the brand’s Whoppers, i.e. identical due to mass production and made from meat that would probably make you shudder if you saw it pre-flame grilling.
– See more at: http://www.independent.ie/world-news/americas/burger-king-launches-the-first-gay-whopper-30405875.html#sthash.ZZJ5zNsV.dpuf
Burger King is now selling a ‘Proud Whopper’ in San Francisco as part of LGBT Pride Month, a burger in rainbow wrapping bearing the oddly juxtaposing tagline ‘We’re all the same on the inside’.
Part noble gesture (proceeds from the sandwich will help fund scholarships for LGBT high school graduates), part calculated targeting of the pink dollar (the buying power of gay consumers was estimated to be $743 billion in 2010), the Proud Whopper will be sold for a limited time in the city.
Its slogan attempts to convey the message that we’re all human beings of equal worth regardless of gender and sexuality, but draws odd comparisons with the burger itself.
advertisement
It seems to suggest we’re all the same inside just like one of the brand’s Whoppers, i.e. identical due to mass production and made from meat that would probably make you shudder if you saw it pre-flame grilling.
– See more at: http://www.independent.ie/world-news/americas/burger-king-launches-the-first-gay-whopper-30405875.html#sthash.ZZJ5zNsV.dpuf
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