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.

Metropolitan Republic Wimpy Braile

Complication

On a small budget, how do you speak to a community that are unable to see any of your communications?

Solution

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.

Metropolitan Republic Wimpy Braile
Metropolitan Republic Wimpy Braile
Metropolitan Republic Wimpy Braile
Metropolitan Republic Wimpy Braile
Metropolitan Republic Wimpy Braile

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.