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Heated debate ignites over Burger King’s gay pride Whopper

A San Francisco restaurant released rainbow packaging for the Whopper, including the wording, "We are all the same inside."

July 3, 2014

Last week, a Burger King restaurant on San Francisco’s Market Street introduced a “Proud Whopper” in celebration of the City’s 44th annual gay pride parade. The Whopper was packaged in a rainbow wrapper.

In a USA Today article, Burger King’s SVP of Global Brand Management Fernando Machado said the campaign showcases “who we are as a brand… how we, as a brand, believe in self-expression.” He said it is complements BK’s new “Be Your Way” slogan, introduced in May.

Burger King’s agency David shot a video portraying customers inquiring about the Proud Whopper, with some protesting, “I don’t believe in the homosexual lifestyle,” and one asking, “Do gay people even eat fast food?”

Customers in the video were shown opening the burger’s packaging and realizing the gist of the campaign: the burger is the same signature Whopper, with the inside of the wrapper stating: “We are all the same inside.”

Most respondents had favorable reactions: “A burger has never made me cry before,” said one.

“It makes me feel supported, it makes me feel proud. It’s just a burger, but it’s baby steps the whole way,” said another.

It hasn’t been all rainbows and butterflies on the brand’s social media channels, however. On June 29, the brand posted a photo featuring rainbow-colored burgers, with the caption “Proud” and the hashtag #BeYourWay. That single post has so far generated 456 shares, about 3,500 likes and more than 770 comments.

On Wednesday, Burger King kept it going by updating its cover photo with a woman making a heart shape with her hands over a Proud Whopper. This has also incited a back-and-forth debate 354 shares, nearly 2,200 likes and nearly 2,500 comments strong.

The comments are falling on both sides of the gay rights debate. A sampling:

“Eternal boycott. This makes me sick.”

"If there is a restaurant that doesn't believe in equal rights for everyone they should make a bigot burger for all the bigots to eat. It's a shame we even have to advertise our support for equality."

"Where is the heterosexual burger? Why only celebrating homosexuals?"

“You gained a customer today. Yeah for your support.”

“Good bye BK. Shame burger.”

“How about a Christian burger?”

"Two thumbs up!! I will be eating at BK this week just to support their actions for equality and acceptance!!!"

"I will NEVER eat at another Burger King again. There was no reason at all for you to literally shove your political views in your customers faces. I'm a Christian and was just re-born that way  Bad move BK."

 “Why aren't you all outraged over the sin of gluttony?"

The debate is reminiscent of the drama that unfolded on Chick-fil-A’s social channels two years ago after that company’s CEO came out against gay marriage and donations to anti-gay organizations were disclosed.

Burger King's video and campaign were created by its agency, David. All proceeds from the Proud Whopper sales were donated to the chain’s McLamore Foundation for scholarships benefiting LGBT high school seniors, according to USA Today.

Check out the video created by David for Burger King: