Burger King gay Whopper: Because we're all cheap processed meat on the inside?

Fast food chain adopts slightly unfortunate slogan for gay pride month

Burger King is now selling a 'Proud Whopper' in San Francisco as part of LGBT Pride Month, a burger in rainbow wrapping bearing the oddly juxtaposing tagline 'We're all the same on the inside'.

Part noble gesture (proceeds from the sandwich will help fund scholarships for LGBT high school graduates), part calculated targeting of the pink dollar (the buying power of gay consumers was estimated to be $743 billion in 2010), the Proud Whopper will be sold for a limited time in the city.

Its slogan attempts to convey the message that we're all human beings of equal worth regardless of gender and sexuality, but draws odd comparisons with the burger itself.

It seems to suggest we're all the same inside just like one of the brand's Whoppers, i.e. identical due to mass production and made from meat that would probably make you shudder if you saw it pre-flame grilling. The Whoppers are part of Burger King's new 'Be Your Way' campaign

Nonetheless, the promotion is already proving popular on social media, with people now beginning to dutifully Instagram pictures of the wrappers and use the #BeYourWay hashtag.

A video was also made for the sandwich, with Burger King senior vice president Fernando Machado commenting: "I hope when they see what we’re trying to do here, people will galvanize around this message of equality."

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