It’s not often that a burger moves someone to tears. But Burger King’s newest limited edition Whopper did just that.
“I was overwhelmed. A burger has never made me cry before,” a Burger King patron said in a BK video after trying the Proud Whopper, a classic Whopper enclosed in a rainbow-colored wrapper with the inscription “We are all the same inside” on the wrapper’s interior.
The Proud Whopper was unveiled for San Francisco’s Gay Pride 2014. “The effort makes the Miami-based burger giant the first of the big U.S. fast-food chains to take such a bold stance on the politically charged issue, and underlines how a growing number of retailers see support for LGBT rights as good for business,” The Wall Street Journal said.
The burger was available through July 3 only at a Burger King located on the route of last weekend’s 44th annual San Francisco Pride Parade. Burger King also launched a short film in support of the LGBT community on YouTube.
Burger King recently tweaked its slogan from “Have It Your Way” to “Be Your Way,” Time said. Fernando Machado, senior vice president of global branding at Burger King, said the Proud Whoppers are a way for Burger King to bring its new slogan to life.
“As a brand, we welcome everyone,” Machado tells Time. “We felt that [the Proud Whopper] could bring to life a message of equality, self-expression, authenticity and just being who you are.”
Machado said revenue from the sale of the Proud Whoppers will be designated for LGBT scholarships for high school seniors through the Burger King McLamore Foundation, BurgerBusiness.com reports.
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