South African burger chain Wimpy wanted to create awareness and word-of-mouth around the introduction of a new braille version of their menu.
Wimpy’s chefs created special ‘Braille Burgers’ by carefully placing sesame seeds one-at-a-time on the uncooked buns creating a message describing the burger such as, “100 per cent pure beef burger made for you.”
15 of the special burgers were created and then delivered to blind people at Blind SA, Braille Services, and Louis Braille House; three of South Africa’s leading institutions for visually-challenged people. The word then spread through their braille newsletters, publications and newsreaders.
The campaign was created by Johannesburg ad agency Metropolitan Republic.