Burger King ran a special promotion in San Francisco for the “Proud Whopper,” a special edition of its signature burger, the Whopper, that featured a rainbow-colored wrapper and the message, “We Are All The Same Inside.”

The promotion ran at a Burger King location on Market Street in San Francisco, at the heart of the city’s 44th annual San Francisco Pride Celebration & Parade. The brand also handed out 50,000 rainbow-colored paper crowns.

When first presented with the Proud Whopper, customers asked employees, “What’s the difference?” to which employees responded simply, “I don’t know.” Other customers were convinced the burgers tasted different from regular Whoppers, but soon figured out the underlying message — they’re all the same, even if they’re a little different on the outside.

The campaign falls in line with Burger King’s recently tweaked slogan, “Be Your Way” (changed from “Have It Your Way”). All Proud Whopper sales, which were priced the same as a regular Whopper, will be donated to the Burger King McLamore Foundation for scholarships benefitting LGBT high school seniors graduating in 2015.

Strong message, innovative execution, relevant charity move and great for the brand’s national and local markets – watch below to see our catch of the week.