For San Francisco Pride, one Burger King location decided to serve something special to its customers.

A video uploaded to YouTube on Wednesday shows diners given the option of ordering regular Whoppers or a new item called the Proud Whopper. The difference between the two was deliberately not explained by employees.

Those who picked the Proud Whopper were given a sandwich packaged in rainbow wrapper that opened to reveal the message, “We are all the same inside.” It was the same familiar Whopper, but hugged in colourful paper. At least one customer was moved to tears by the sentimentality.

“A burger has never made me cry before,” said an unidentified woman in the video.

But the burger chain’s LGBT-friendly marketing campaign isn't sitting well with everyone. Turns out, some customers don't like their burgers with politics on the side.

“Bye, bye, Burger King! Lost a 40-year customer to make a political statement,” wrote Jim De Arras on the company’s Facebook page.

However, the special burger wasn’t a San Francisco exclusive: Toronto WorldPride staffers were also treated to a special delivery of Proud Whoppers as thanks for their hard work organizing events throughout the city.

The slick video spot is part of the company’s effort to promote its curiously-worded “Be Your Way” slogan – a fresher take on its old “Have It Your Way” tagline. Despite criticisms, some are impressed by the chain's decision to take a stand on LGBT rights.

“It makes me feel supported and it makes me feel proud,” said a woman in the video. “And it’s just a burger, but I mean it’s baby steps the whole way.”

According to Ad Age, all proceeds from Proud Whopper sales will go toward Burger King’s McLamore Foundation to fund scholarships for college-bound LGBT high school seniors.

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