Wimpy Burgers' Inclusive Branding Hits the Spot

retail branding agency

A feel-good Burger Brand
South African fast food brand Wimpy Burgers have come-up with a promotional brand gesture that has both underscored their inclusive positioning and created a real buzz. The story goes that Wimpy wanted to let visually impaired people know they offered braille menus. So to spread the word they created braille burgers that blind people could actually read.

With the help of their fine-fingered burger chefs Wimpy took sesame seeds and meticulously placed them onto their burger buns so that the seeds formed braille. The braille seeds spell-out what kind of burger the customer has in their hands, such as; ‘100% pure beef burger made for you’.

Being a cynical brand builder, I can’t help but wonder how much of the motivation for this gesture lies in helping the vision impaired to have a life filled with the joys of Wimpy Burgers, and how much of it is simply about creating brand buzz. At the end of the brand day I’m not sure it matters where the motivation comes from, there are no losers here, just a great brand communications campaign, and almost certainly more Wimpy burgers bought.

Dave Ansett, Brandamentalist
Brand Designer and Burger Aficionado
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All images are stills of ‘wimpy braille burger’ video
Agency: metropolitanrepublic
Art director: Dale Mullany
Copywriter: Keith Manning
Creative director: Wes Phelan
Director: Will Collinson
Music: Loyiso Madinga
Photographer: Mike & Nick
Retoucher: Darren Bell

1 Comment

  1. Great post. This is a very interesting idea targeting a niche with great results. Often brands get caught up on trying to be everything to everyone. A campaign like this show the power of specialised targeted marketing.

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