Burger King rolls out ‘The Proud Whopper’ to celebrate Gay Pride

photo/Twitter

Burger King introduced a new item this weekend for Gay Pride in San Francisco: The “Proud” Whopper!

This particular burger is packaged in a rainbow wrapper that reads, “We are all the same inside.”

The “Proud” Whopper was unveiled to consumers in a way that made it seem like something new to the menu, but not everyone will likely be immediately thrilled with the idea.

Customers were not told what is in the burger, which comes wrapped in rainbow paper. Once opened up, a message inside the wrapper states, “We are all the same inside.”

Burger King pieced together a “clever”video showing the varying reactions to the “Proud” Whopper. While many, particularly those dressed in celebration of LGBT Pride, embraced the burger, others turned it away.

Check out the video below.

“Do you want to go with or without meat, because we can go both ways?” the clerk says, truly revealing the company isn’t being subtle with their support of the LGBT community.

One support Tweet the photo of the rainbow wrapper saying: “We are who we are. And It’s Awesome. #BeYourWay”

“A burger has never made me cry before,” says a young woman.

Another young woman uses an expletive to explain that it’s same stuff inside. The video also shows some negative reactions, including a man who says the chain will no longer have his business.

“It showcases who we are as a brand,” Fernando Machado, senior vice president of global brand management at Burger King, told USA Today. “It shows how we, as a brand, believe in self-expression.”

The Market Street Burger King sold Proud Whoppers last weekend during San Francisco’s gay pride parade and handed out rainbow Burger King crowns.

The burger sells for $4.29 and the only way it differs from the traditional Whopper is its wrapper.

Proceeds from the burger will be donated to scholarships for LGBT high school seniors graduating in 2015.