Fast Food Chain Wimpy Passes a Message to Visually Impaired Customers
Katherinev123 — January 13, 2012 — Marketing
References: creativity-online & huffingtonpost
Wimpy, a hamburger chain in South Africa, together with advertising agency Metropolitan Republic Johannesburg, recently created a set of 15 "braille burgers" to let Wimpy's sight-disabled customers know that it offers menus in braille.
The braille burgers were created by placing sesame seeds on top of unbaked buns to spell out a message, which was a description of the burger such as "100% Pure Beef Burger Made for You." The 15 burger buns were baked and used to make the chain's burgers, then delivered to three of South Africa's major institutions for the sight-disabled. Watch the video to see the customers' reactions!
According to Wimpy, its efforts was so appreciated that the three institutions discussed the campaign in their braille newsletters, which ultimately resulted in Wimpy reaching 800,00 visually impaired people.
The braille burgers were created by placing sesame seeds on top of unbaked buns to spell out a message, which was a description of the burger such as "100% Pure Beef Burger Made for You." The 15 burger buns were baked and used to make the chain's burgers, then delivered to three of South Africa's major institutions for the sight-disabled. Watch the video to see the customers' reactions!
According to Wimpy, its efforts was so appreciated that the three institutions discussed the campaign in their braille newsletters, which ultimately resulted in Wimpy reaching 800,00 visually impaired people.
Trend Themes
1. Braille Menus - Opportunity for restaurants and food establishments to offer braille menus for visually impaired customers.
2. Inclusive Advertising - Potential for brands to create inclusive advertising campaigns that cater to the needs of differently-abled individuals.
3. Accessible Communication - Demand for accessible communication tools and platforms that enable visually impaired individuals to access information independently.
Industry Implications
1. Hospitality - Hospitality industry can capitalize on the opportunity to implement braille menus and enhance the dining experience for visually impaired customers.
2. Advertising - Advertising industry can explore inclusive advertising strategies to reach a wider audience and promote inclusivity.
3. Technology - Technology sector can develop innovative communication tools and platforms to improve accessibility for visually impaired individuals.
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