Burger King ‘Proud Whopper’ Case Study

The Proud Whopper was sold at a single San Francisco Burger King restaurant, to coincide with the city’s Gay Pride Parade. The Proud Whopper generated: over one billion media impressions (worth $21 million of earned media), 7 million video views, 450,000 blog mentions, and became the number one trending topic on Facebook and Twitter.


Bryan Fisher, American Family Association: “When people sit down to eat a hamburger, the last thing they want to be thinking about is two guys having sex.”

Narrator: “In 2014, we invited people to try the most controversial hamburger in history.”

Media Reports: “Trending tonight: Burger King… Introducing the ‘Proud Whopper’.”

‘Man on the Street’ interviews: “Is it like it is a gay burger or what is it? Do gay people even eat fast food? Yeah, it is about time.”

Narrator:  “People thought they would find something different with this Whopper.”

Burger King Customers: “What is up with the Proud Whopper?  What is it?  It really does taste different.  For me it tastes more like sweeter, I don’t know.”

Narrator: “But in reality, the only difference was its wrapping.”

[We Are All The Same Inside]

Burger King Customers: “It is the same burger. It’s the same sh*t. Oh, we are all the same inside! I like that. I cried in there because I was overwhelmed, a burger has never made me cry before. You are totally crying.”

Narrator: “Even though the message was simple, making this wrapper wasn’t. Ink was applied on both sides of the paper and text had to be aligned perfectly — all to keep our message hidden until people opened the wrapper. The Proud Whopper wrapper became a souvenir, a collector’s item for sale to the highest bidder, a badge of hope, a single design piece that took over social media and mass media publications.”

The Wall Street Journal: “A bold stance on the issue.”

The New York Times: “Connects with people in a meaningful way.”

The Huffington Post: “A powerful film in support of equality.”

USA Today: “A campaign that can change minds and hearts at the deepest level.”

[1.1 Billion Impressions]
[$21 Million in Earned Media]
[7 Million Views]
[450,000 Blog Mentions]
[#1 Trending Topic Facebook Twitter]

Narrator: “It gathered over one billion media impressions worth $21 million of earned media, 7 million views, and 450,000 blog mentions, and became the number one trending topic on Facebook and Twitter in one week. In the end, this became more than a hamburger wrapper; it became a proclamation of equality.”

Burger King Customers: “It makes me feel supported, and it makes me feel proud, and it is just a burger but I mean it is baby steps the whole way. I think this wrapper means that we all have the same rights.”

Related Materials

The Burger King ‘Proud Whopper’ Video that Went Viral

Proud Whopper Earned Media

Proud Whopper Campaign Overview

Burger King Proud Whopper Results

Burger King Proud Whopper Wrapper

Proud Whopper Wrapper

Proud Whopper Facebook

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