Burger King's "Proud Whopper" Gay Pride Burger Is A Good Bite For A Great Cause

Finally, an excuse to eat fast food and feel good about it. One San Franciso Burger King is serving a rainbow-colored Proud Whopper burger in celebration of the city's LGBT Pride week. The fast-food chain, whose motto is "Have It Your Way," recently changed its slogan to the less-logical "Be Your Way," and is using the revamped slogan to encourage customers to embrace their sexual orientations.

This is the first campaign of its kind for the chain, and the cause is worthy enough that it might even get health nuts and vegans to stop by the BK. Though Pride Week is happening as we speak, the campaign was conceived a few months ago and spearheaded by Fernando Machado, a senior vice president of global branding. He told TIME: "As a brand, we welcome everyone. We felt that [the Proud Whopper] could bring to life a message of equality, self-expression, authenticity, and just being who you are."

So what makes the Proud Whopper so special? Absolutely nothing, and that's the point. Underneath the colorful wrapper is a normal whopper, like any other whopper. And that's the message the campaign is trying to get across: The inside of the wrapper reads: "We Are All the Same Inside."

The campaign also includes a short video capturing the reactions of customers who purchased the Proud Whopper over the weekend. Many asked the staff what the difference was, and some even ventured to guess ("I think it's the meat; the meat tastes sweeter"), but then when everyone figured out that there was absolutely no difference, we get a reaction that you don't see every day at Burger King.

"A burger has never made me cry before," one girl says.

YouTube

Here are 5 reasons why you, too, should get overwhelmed by the Proud Whopper — but hurry, San Franciscans, because Thursday is the last day Burger King will be serving it.

Proceeds Will Go Toward Scholarships For LGBT Students

Through the Burger King McLamore Foundation, proceeds from the sale of the Proud Whopper will be donated to scholarships for LGBT high school students graduating in 2015. This is a cause that reaches far beyond rebranding a fast-food chain, since LGBT students face an array of challenges that straight kids will never experience, like harassment, bullying, and fears surrounding coming out.

It Creates a Welcoming Environment For LGBT Customers and LGBT Allies

Who would have ever though Burger King could be a hub for celebrating pride week? Well, hours of parading can work up quite the appetite, so this totally makes sense.

It's Delicious!

Matt Cardy/Getty Images News/Getty Images

Burger King Whoppers didn't become one of the most popular sandwiches of all time by not being delicious.

You Can Collect the Wrapper

Many customers have taken home the rainbow-colored wrapper with its inspirational message home as a souvenir. Who knows? It could become a collector's item one day.

It's an Excuse to Eat Fast Food

You're eating a burger for a good cause. Need we say more?

Images: Burger King/Facebook; YouTube; Burger King