For those who think Chick-Fil-A is the only fast-food outlet displaying its cultural politics, Metro Weekly reported that Burger King unveiled a special “Proud Whopper” in San Francisco. The burger was the same, but the rainbow wrapper contained the message “We Are All the Same Inside.”
Kelly Gomez, Director of West Coast Field Marketing, said “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.” It was an opportunity for politicized “brand management.”
“Burger King restaurants have always been places to eat great tasting food, let your guard down and just be yourself without any judgment,” said Burger King Senior Vice President of Global Brand Management Fernando Machado in a statement. Unless, of course, "being yourself" involves smoking.
In the accompanying video, a woman said “A burger has never made me cry before.”
The “Proud Whopper” was limited to one Burger King at 1200 Market Street through July 3.
Earlier LGBT food campaigns: