The highly publicised campaign, which reached audiences worldwide and reportedly generated over R5 million worth of PR, both locally and internationally, was designed for visually impaired consumers. It offered a direct, one to one communication tool where the offering could be discovered through the sense of touch.
It involved having special Wimpy hamburgers, with a sesame seed braille message on the top bun, hand-delivered to 15 visually impaired individuals at the three biggest blind institutions in the country. The message read: "100% Beef Burger made for you."
The campaign has also received a Gold Clio award in the Public Relations/Special Events category and a Bronze Clio in the interactive/Email category.