San Francisco Burger King Sells “Proud Whopper” During Gay Pride
Gay pride has taken over the world and now you can even be proud in Burger King!
Burger King has concocted yet another way to have it your way: a gay pride burger. The Proud Whopper, as it’s called, comes wrapped in a rainbow colored wrapper with this inscription: “We are all the same inside.” It will be sold through Thursday at one Burger King restaurant on San Francisco’s Market Street, that was at the heart of the route for last weekend’s 44th annual San Francisco Pride Celebration & Parade.
Burger King on Wednesday morning at 8 a.m. EST plans to post a two-minute video about the Proud Whopper on its YouTube channel. “It showcases who we are as a brand,” says Fernando Machado, senior vice president of global brand management at Burger King. “It shows how we, as a brand, believe in self-expression.” The inspiration behind the unusual burger wrap and video, he says, is Burger King’s localized efforts to put into motion actions that support its recently-tweaked slogan: “Be Your Way.”
All Proud Whopper sandwich sales, Machado says, will be donated to the Burger King McLamore Foundation for scholarships benefiting LGBT high school seniors graduating in spring 2015. One gay rights activist says BK is doing the right thing. “Whenever a company comes out in support of gay people, it makes a difference,” says Jordan Bach, a consultant to corporations on gay rights issues and a GLAAD media partner. “But when it’s done right—when it’s done with a campaign that shows the company understands diversity and really believes in the profound acceptance of other people—that sort of marketing can change minds and hearts at the deepest level.”