Burger King is selling the gay pride Whopper, replete with rainbow color wrapping, the media reports.
The Proud Whopper, which will be sold only in San Francisco, comes with an this inscription: “We are all the same inside.”
The BK burgers will only be sold through Thursday at one Burger King restaurant on San Francisco’s Market Street, in the area of 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, tells ABC News. “It shows how we, as a brand, believe in self-expression.”
This is part of Burger King’s localized efforts to put into motion actions that support its recently-tweaked slogan: “Be Your Way.”
BK is also was a sponsor of San Francisco’s gay pride parade. Machado says that’s the first time Burger King has sponsored a gay pride parade in the U.S., though it may have sponsored some outside the country.
The downtown San Francisco Burger King sold “Proud Whoppers” last weekend, during the parade and also passed out some 50,000 rainbow Burger King crowns, that were worn by parade participants and spectators. The video, created by the Miami office of Burger King’s ad agency David, captures customers discussing whether or not the burger, itself, is different. At $4.29 it costs the same as a conventional Whopper. And, indeed, customers ultimately discover the only difference is the rainbow wrap.
All Proud Whopper profits will go to the Burger King McLamore Foundation for scholarships benefiting LGBT high school seniors graduating in spring 2015.
BK officials said they “may consider something even bigger later on,” but nothing has been decided yet.
The Burger King wrappers have already become collectors items was Machado said customers were folding them up and taking them home.