Fast food chain Wimpy has made created 15 special ‘Braille' hamburgers as part of an influencer relations campaign to promote its new Braille menus in South Africa.

Wimpy chefs used sesame seeds on the top of buns to spell out ‘100% pure beef burger, made for you'.

The video below explains the thought process behind the campaign, which focused on the three largest blind institutions in the country, Braille Services, Louise Braille House and Blind SA.

The company says within the clip that though it knows this was just a small gesture, the knock-on effect was that news of the Braille menus was published in the institution’s newsletters, publications and on blogs with screen readers.

The responses to the burgers are not only totally authentic – they’re also enjoyable to watch.

Wimpy's introduction of Braille menus is particularly timely, since McDonald's recently made headlines in South Africa recently after a blind woman was turned away because she tried to enter a restaurant with her guide dog.

This is a perfect example of how something simple but very targeted can produce fabulous results and get a specific community talking. Wimpy states that the news reached over 800,000 sight-disabled people.

More like this please.

Vikki Chowney

Published 12 January, 2012 by Vikki Chowney

Vikki is head of community at TMW. You can follow her on Twitter or Google+

249 more posts from this author

You might be interested in

Comments (1)


Emily Coyle, digital marketing co-ordinator at RNIB charity

Amazing! Even better if the video had been speech led rather than music led so that blind and partially sighted people could follow what was happening, rather than just hearing music. So think on, Wimpy! Otherwise, this is quite cool.

over 6 years ago

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Digital Pulse newsletter. You will receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.