Burger King came up with a new way to let its customers have it their way as the fast-food chain joined the LGBT community in a celebration of gay pride by packaging their famous Whoppers in special wrappers and calling the burger "Proud Whopper" instead.

The customers were given burgers wrapped in rainbow paper although they were not told what was inside. Once the customer opened the burger wrapper, they found a message saying "We are all the same inside."

The message Burger King is trying to convey is that the new Whopper was no different from the regular ones despite coming in a colorful packaging. A video showing scenes from a San Francisco branch selling the Proud Whoppers was posted online on Wednesday (watch it below). San Francisco's Market Street was a key part of the route of the 44th annual San Francisco Pride Celebration and Parade last weekend.

The inspiration behind the idea for Burger King's unique packaging comes from the localized efforts of rolling out its recently tweaked slogan "Be Your Way," according to senior vice president of global brand management Fernando Machado. He also said that it shows how the brand believes in self-expression.

Aside from showing its support to the LGBT community, Burger King also gets to maintain its connection with the customer base of the millennials, who are more liberated when it comes to their ideas and beliefs. Gay rights are one of the issues that the particular age group firmly supports.

During the parade, Burger King also distributed almost 50,000 rainbow crowns to replace their usual Burger King crown, which was happily worn by spectators and participants alike.

It is the first time the burger chain has sponsored a gay pride parade in the United States but other international branches have done similar things. The LGBT community, of course, appreciated the gesture.