Wimpy, a fast food joint in South Africa, wanted to let visually-impaired people know that they offered braille menus in all of their restaurants.With the help of skilled chefs we meticulously placed sesame seeds on burger buns so that the seeds formed braille. We did this so that visually-impaired people could actually read the message we placed on the burger buns. Each message was a description of the burger as well as the braille menu offering from Wimpy.We then delivered our 15 braille burgers to South Africa’s 3 biggest blind institutions, Blind SA, Louis Braille House and Braille Services. These 3 companies have access to most of the 1,200,000 visually-impaired people living in South Africa. They keep in contact with these people through their braille newsletters and screen reader emails.

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.

By building just 15 braille burgers our message was passed on to over 800,000 visuall- impaired South Africans informing them that Wimpy has braille menus in all of 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 campaign was written and spoken about in over 100 local newspapers, websites and radio stations. From there the international media picked up on it and spread it all over the world. We received over 2m dollars' worth of free media for a campaign that only cost $302. Which means our return on investment covered our total cost 6,000 times over.