Burger King has become the latest company to show its support for gay pride. According to a report by USA Today on Tuesday, the fast food chain introduced the Proud Whopper wrapped in a rainbow-colored wrapper. The gay pride burger will be sold through Thursday at one Burger King restaurant on San Francisco’s Market Street.
The message the company is sending with the rainbow wrapper is that “We are all the same inside,” a message that has been evolving and expressed through companies like Apple Inc., Levi’s, All State Insurance, Google and other major companies that have come out in support of LGBT rights and marriage equality.
Burger King will post a two-minute video on Wednesday norming on its YouTube channel to further introduce the Proud Whooper. Fernando Machado, senior vice president of global brand management at Burger King, says the Proud Whooper is an expression of what the Burger King is as a brand and also how the company believes in self-expression.
He introduction of the Proud Whooper also shows BK’s commitment and desire to connect to the Millennial generation, both inside and outside the United States. The Market Street BK should the pride burgers during last weekends gay pride parade where over 50,000 rainbow-colored Burger King crowns were also passed out. All profits made from the sales of the burgers will be donated to the Burger King McLamore Foundation for scholarships benefiting LGBT high school seniors graduating in spring 2015.
Although the promotion is just confined to the Burger King in San Francisco, it sends a tremendous message about acceptance in inclusion in the workplace and also shows the company’s dedication to promoting diversity. Jordan Bach, a consultant to corporations on gay rights issues and a GLAAD media partner, applauds the different BK is making with the Proud Whooper.
“Whenever a company comes out in support of gay people, it makes a difference. 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 heats at the deepest level.”