In honour of LGBT Pride month, the fast food giant Burger King is serving a limited-edition Proud Whopper, exclusively available at their Market Street location in San Francisco.

The burger, currently being sold, will be available through Thursday and comes in a rainbow wrapper. Once opened, the packaging reads: “We are all the same inside.”

Fernando Machado, senior vice president of global brand management at Burger King, said it represents who they are as a brand.

He said: “It shows how we, as a brand, believe in self-expression.”

The concept behind the packaging is to emphasize that, regardless of sexual orientation or gender identity, we are all just people.

In addition to selling The Proud Whopper last weekend at the San Francisco Pride Parade, Burger King also passed out 50,000 rainbow Burger King crowns.

According to Machado there are no immediate plans to go further with the ad campaign, but he doesn’t rule it out saying: “we may consider something even bigger later on.”

The response from consumers has been positive.

One woman said: “It makes me feel supported and it makes me feel proud. And it’s just a burger, but it’s baby steps all the way.”

One young boy thought the inside of the wrapper meant that all people had the same rights.

In case you were wondering, The Proud Whopper costs the same as a regular Whopper and tastes just as good.