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.
All images are stills of ‘wimpy braille burger’ video
Art director: Dale Mullany
Copywriter: Keith Manning
Creative director: Wes Phelan
Director: Will Collinson
Music: Loyiso Madinga
Photographer: Mike & Nick
Retoucher: Darren Bell
Tags: braille burger campaign, brand architecture, Brand Communication, Brand Communications, brand communications agencies Melbourne, Brand Design, brand designer, brand developers, brand developers Australia, brand developers Melbourne, Brand DNA, Brand Experience, brand guidelines, Brand Identity, brand identity agencies, brand identity designers, brand identity designers Melbourne, Brand management, Brand Personality, Brand Strategy, brand-designers-Melbourne, brand-development, brand-marketing, brandamentalist, branding strategy, corporate branding, corporate identity, corporate identity design, Corporate Image, creative agencies, creative agencies Melbourne, Creative Agency, creative agency Melbourne, Dave Ansett, David Ansett, design books, facbook co-branding, Facebook, facebook branding, fanwagen, Fast food branding, food retail branding, food-branding, Graphic Design Melbourne, in 60 seconds, integrated online brand communications, integrated online campaign, Melbourne brand designers, Melbourne Brand Strategy, online branding, online branding agency, professional services brand, professional services branding, professional services branding agency, retail brand agency, retail brand strategy agency, retail branding, retail branding agency, retail catalog agency, retail catalogue agency, retail strategy, retail strategy consultants, retail-brand, specialist retail brand agency, Tags: Brand Agency, Truly Deeply, Visual Language, Volkswagen, Volkswagen facebook branding, web site branding, web site branding agency, Wimpy Burgers Brand