Burger King Vies for the Pink Dollar, Issues the Proud Whopper
There’s definitely one place all gays can have it their way – at least for a day.
A San Francisco Burger King came out with the Proud Whopper at a store en route to the 44th annual San Francisco Pride Celebration and Parade.
“[The Proud Whopper] showcases who we are as a brand,” senior vice president of global brand management at Burger King, Fernando Machado, said. “It shows how we, as a brand, believe in self-expression.”
The Proud Whopper is inside of a rainbow wrapper with the words “We are all the same inside” written on it.
Machado said the inspiration came from an effort to connect with customers in a more meaningful way with the new slogan: “Be Your Way.”
This is the first time Burger King has sponsored a gay pride parade in the U.S. All Proud Whopper burger sales were donated to the Burger Kind McLamore Foundation for scholarships to benefit LGBT high school seniors graduating in spring 2015.
Burger King also passed out over 50,000 rainbow crowns and created a video discussing the Proud Whopper.
“A burger has never made me cry before,” one customer said.
The video also showed negative reactions like one man saying he will no longer support the chain.
However, Jordan Bach, a consultant to corporations on gay rights issues and a GLAAD media partner thinks the company supporting gay rights is a huge step.
“Whenever a company comes out in support of gay people, it makes a difference,” Bach said. “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.”
Article brought to you by The Seattle Lesbian.
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