Burger King Worldwide Inc. is broadcasting a widespread message in support of self-expression with a digital film launched on the brand’s YouTube page. The film was created at a Burger King restaurant along the San Francisco Pride Parade route where a limited-edition Proud Whopper Sandwich was added to the menu. The Proud Whopper Sandwich was the same fire-grilled Whopper Sandwich on the Burger King menu since 1957, but wrapped in rainbow-colored paper inscribed with a message reading, “We are all the same inside.”
The film captures the brand's new “Be Your Way” tagline through guests’ reactions to the product packaging. Burger King officials say the intent of the “Be Your Way” slogan is not to tell anyone how they should live, but rather to elevate “Have It Your Way,” the former slogan, to a more meaningful place.
“We are always looking to engage our guests on a local level and be part of regionally relevant events,” says Kelly Gomez, director of West Coast field marketing for Burger King West Division. “With one of our restaurants on the Pride Parade route, it was a natural fit to be involved and celebrate by giving something back to the community.”
The Proud Whopper Sandwich is $4.29 and available exclusively at the Burger King restaurant located at 1200 Market Street in San Francisco through July 3. All Proud Whopper Sandwich sales will be donated to the Burger King McLamoresm Foundation for scholarships benefiting LGBT college-bound high school seniors graduating in spring 2015.
“Burger King restaurants have always been places to eat great tasting food, let your guard down, and just be yourself without any judgment,” says Fernando Machado, Burger King Corporation senior vice president of global brand management. “The film and Proud Whopper Sandwich are the first of many different opportunities to bring the ‘Be Your Way’ global attitude to life in unexpected ways.”