The Proud Whopper: Burger Me!

Behind the counter at a Burger King in the heart of San Francisco is a rainbow-colored menu board advertising a product that the fast-food behemoth has never sold before and isn’t selling anywhere else: The Proud Whopper.

When customers visiting during Sunday’s pride parade asked cashiers what made this Whopper different from a standard-issue burger, they simply said, “I don’t know.” The mystery was revealed once diners opened the rainbow-colored wrapper and got a taste: absolutely nothing is different about this burger, nothing at all. To emphasize the point, the interior of the wrapper comes with a second message: “We Are All the Same Inside."

Fernando Machado, a senior vice president of global branding, led the effort... “As a brand, we welcome everyone,” Machado tells TIME. “We felt that [the Proud Whopper] could bring to life a message of equality, self-expression, authenticity and just being who you are.”

Time.

Good grief - this has to be the crappiest PR-ide effort yet.

'Proud to sell factory meat swill made and served by underpaid wage slaves!'

Hard to tell if the people in this 'advert' internet thing are crap actors or just a bunch of idiots.

Whatever, it's so trite it could have been made by the Disney Channel.

Or maybe Barney The Dinosaur could have walked on at the end and given everyone a big hug for learning their moral lesson.

Even The Independent thinks this is a joke.