Wimpy - Braille Burger

Wimpy wanted to let visually-impaired people know that they offered braille menus in all of their restaurants. To spread the word, we built braille burgers that blind people could actually read.

With the help of skilled chefs we took sesame seeds and meticulously placed them on burger buns so that the seeds formed braille. We then delivered the Braille Burgers to three of South Africa’s biggest blind institutions. These three companies have access to most of the 1 200,000 visually-impaired people living in South Africa. The visually-impaired staff of these companies loved the Braille Burgers so much that it motivated them to pass on the message about the braille menus to their massive network of visually-impaired people, through their newsletters and screen-reader emails. The Wimpy Braille Burger project has rapidly moved through the global market and achieved a massive amount of public support.

By building just 15 braille burgers our message was passed on to over 800,000 visually-impaired South Africans informing them that Wimpy has braille menus in all of restaurants. In doing this, not only did we increase our footfall amongst the visually-impaired, we also built up our brand affinity amongst all South Africans. The campaign was written and spoken about in over 100 local newspapers, websites and radio stations. From there the international media picked up on it and spread it all over the world. We received over 2 million dollars’ worth of free media for a campaign that only cost $302. Which means our return on investment covered our total cost 6,000 times over.

AWARDS

Cannes Lion 2011 - Gold in PR

Cannes Lion 2011 - Silver in PR

Clio 2011 - Gold in PR

Clio 2011 - Bronze in PR

Loeries 2011 - Gold in PR

One Show 2011 - Silver in PR

Cannes Lions 60th anniversary  "Game changers"