It is very difficult for visually impaired people to live in a world built for sighted people. That is why Wimpy prints braille menus. Our objective was to get the 1,200,000 visually impaired people of South Africa to enjoy a full dining experience by letting them know that Wimpy offers braille menus in all of their restaurants.

By building just 15 braille burgers our message was passed on to over 800,000 visually impaired South Africans informing them that Wimpy has braille menus in all of their restaurants.

In doing this not only did we increase our footfall amongst the visually impaired we also built up our brand affinity amongst all South Africans.

The idea was to build Braille Burgers that visually impaired people could actually read. With the help of skilled chefs we meticulously placed sesame seeds on burger buns so that the seeds formed braille. Each message was a description of the burger as well as the braille menu offering from Wimpy. We then delivered the 15 Braille Burgers to the people who have access to most of the 1,200,000 visually impaired people living in South Africa: Blind SA, Louis Braille House and Braille Services. They then passed on our message to their massive network of visually impaired people.

Traditional media would not help us reach many of the visually impaired people living in South Africa. It would also be a waste of money. So we spoke to the people who have access to most of the 1,200,000 visually impaired people of South Africa: Blind SA, Louis Braille House and Braille Services. The blind staff at these 3 companies are in daily contact with South Africa's visually impaired. They keep in contact through braille newsletters and screen reader emails. This was the most relevant and effective way to spread the news of our service.