Fresh off its impressive showing at the Cannes Lions festival, Burger King has debuted its latest out-of-the-box move: diamonds made out of Whoppers.
To celebrate Pride month, the brand has debuted the “Whopper Diamond,” jewels crafted from the ashes of its signature offering. The diamonds adorn a pair of bespoke wedding rings for a homosexual couple, Dima and Alvar, whom Burger King brought to Germany so they could get married. The pair hails from Eastern Europe, and one of them is from a country where same-sex marriage is illegal and there are no anti-discrimination laws protecting homosexuals.
The idea is tied to Burger King’s long-running tagline, “Have it your way.”
“Guests are free to choose how they enjoy their Whopper in any country– whether with onions or an extra portion of cheese, the choice is theirs,” said Klaus Schmäing, director or marketing at Burger King Deutschland GmbH in a statement. “Together with Dima and Alvar, we would now like to show that every person should have the opportunity to freely decide. Especially when it comes to love.”
Burger King is sharing Dima and Alvar's nuptials in an online film (above). Along with the wedding, Burger King is distributing a rainbow version of its crown in select restaurants in Berlin. It’s also partnering with influencers to spread the “Your Way” message and sponsoring the Christopher Street Day celebration in Cologne on July 7, which Dima and Alvar will be attending. BK is also supporting the Lesbian and Gay Federation in Germany through a donation.
This is just the latest BK effort supporting the LGBTQ+ community. Previously, it created the “Proud Whopper,” which earned multiple Lions at Cannes.