Proud Whopper lands Burger King top marketing award
The Proud Whopper from Burger King has landed the company a top marketing honour.
To celebrate of last year’s LGBT Pride month, the fast food giant Burger King served the limited-edition Proud Whopper, which was exclusively available at their Market Street location in San Francisco.
The campaign won gold for David Miami (an agency part of Ogilvy & Mather Group) in the Promo & Activation category of the Cannes Lions Festival of Creativity 2015.
The burger came in a rainbow wrapper, which once opened, read: “We are all the same inside.”
Fernando Machado, senior vice president of global brand management at Burger King, said it represented who they are as a brand.
He said: “It shows how we, as a brand, believe in self-expression.”
The concept behind the packaging was to emphasise 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 last year, Burger King also passed out 50,000 rainbow Burger King crowns.