I did not understand, until I read the article. I like it!!!
Behind the counter at a Burger King in the heart of San Francisco is a rainbow-colored menu board advertising a product that the fast-food behemoth has never sold before and isn’t selling anywhere else: The Proud Whopper.
When customers visiting during Sunday’s pride parade asked cashiers what made this Whopper different from a standard-issue burger, they simply said, “I don’t know.” The mystery was revealed once diners opened the rainbow-colored wrapper and got a taste: absolutely nothing is different about this burger, nothing at all. To emphasize the point, the interior of the wrapper comes with a second message: “We Are All the Same Inside.”
The campaign was conceived just a few months ago as a way for Burger King to bring the company’s new “Be Your Way” tagline to life. Fernando Machado, a senior vice president of global branding, led the effort, which included on-the-spot filming of customers’ reactions…
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