Wimpy saw the world differently
Because Wimpy restaurants has a reputation for being the place where all South Africans are welcome with a smile, we wanted to let South Africa’s visual impaired community know that we have braille menus in all of our stores.
On a small budget, how do you speak to a community that are unable to see any of your communications?
We did something that had never been done before. With the help of skilled chefs and braille experts, we took sesame seeds and meticulously placed them on burger buns so that the seeds formed braille writing. We created the world’s first braille burgers that people with visual impairments could actually read with their fingertips. The message on the buns communicated the ingredients in the burger and helped us to introduce our new braille menus.
Impact of the workpiece
By creating just 15 braille burgers, and filming the reactions of the people eating them, our video went viral, worldwide. It was featured on news sites, blogs, radio stations, and more. The campaign generated over R18m in local and international PR, and won multiple awards.
sight-disabled people reached
Hits on youtube on a R15,000 budget
15 Burgers, R18 million in PR value
Cannes Gold Lion