Wimpy is a South African staple – and considered almost compulsory if you’re on a road trip. Did you know that they have braille menus in all of their restaurants? I didn’t either. They released a video in December last year to promote this fact, baking buns using sesame seeds as braille lettering. This video has blown up in a big way.

Using the sesame seeds on the top of the bun to write messages, Wimpy made burgers for several blind people at 3 of the biggest centres for the blind around South Africa. The words spelt out things like “100% pure beef burger, made for you,” but the actual joy in this video is watching the reactions of the recipients. It’s incredibly heart-warming.

The video has gone huge across the various social networks, achieving exactly what it set out to do – promote Wimpy’s braille menu. Marketing success. Pay attention, other companies – this is how you do it right.

The tragic irony of it all is that none of the burger recipients will be able to see the video.

[Source: YouTube]