Continuing with our run-up to Friday’s Food Issue, we have this gem from San Francisco, an object lesson in gay-friendly marketing.
The Burger King corporation decided to sell a “Proud Whopper” — a “gay burger” offered only in the City by the Bay, and only for a few days. And they didn’t even change the formulation at all. But that’s not the point. In fact, it’s kind of the exact opposite of the point.
By selling the exact same burger, only with a rainbow wrapper, during S.F. Pride, Burger King sent a clear message — one they even spelled out on the wrapper itself: “We are all the same inside.” The San Francisco location can sell a pretty finite number of burgers in the time frame, but it’s funny how a wrapper — and a welcoming attitude — can raise brand awareness in a demographic.
Are you more inclined to go to Burger King now? And who wants to join me in calling it Burger Queen?