Burger King Serves “Proud Whopper” In Colorful Wrapper, Tells Customers It’s “All The Same Inside”

whopper gay1Customers at a Burger King in the heart of San Francisco were treated to some extraordinary “Proud Whoppers” last weekend, the latest item added to the fast food giant’s rainbow-colored menu at the Market & 8th Street location in honor of LGBT pride week.

People reportedly began asking what made the Pride Whopper different from a regular Whopper as soon as it went on sale June 28. Many were touched and excited to find out that absolutely nothing made the Pride Whopper different than the others, and to emphasize that point, a message printed on the inside of the wrapper read “We Are All the Same Inside.”

Fernando Machado, senior vice president of global branding told Time it’s one of the first campaigns the company has launched since changing its recognizable “Have It Your Way” tagline in May to “Be Your Way.” “As a brand, we welcome everyone,” he said. “We felt that [the Proud Whopper] could bring to life a message of equality, self-expression, authenticity and just being who you are.”

A film crew was on hand to record the reactions of customers as the Pride Whopper was rolled out for a Henry Alex Rubin-directed video that will appear online later today (we’ll update when the video becomes available). Many customers smiled, some cried, and one asks do “gay people even eat fast food?”

Apparently Burger King is also lending the video to those who don’t approve, including one man who claims the fast food chain will “no longer have my business” after serving the Pride Whopper. “As with anything in life, there will be people who will like it, there will people who will dislike it,” Machado said. “We just hope that people will understand that the message is a beautiful one.”

Update: The video has been released on YouTube: