Some Whoppers come wrapped in rainbow colored paper. Get over it.

In celebration of the SF Pride Parade this past weekend, a Burger King in San Francisco introduced something called "The Proud Whopper," which, despite its lovely rainbow-colored wrapping, is in fact no different from a regular Whopper. So read the inscriptions on the packaging: "Introducing The Proud Whopper . . . We are all the same inside."

This campaign comes a little over month since Burger King introduced its new people-centric slogan "Be Your Way" over the old "Have It Your Way."

“As a brand, we welcome everyone," Burger King's senior VP of global branding Fernando Machado told TIME, "We felt that [the Proud Whopper] could bring to life a message of equality, self-expression, authenticity and just being who you are.”

The burger debuted at the Burger King location along the SF Pride Parade route last weekend, footage of which can be seen in the video below. It's a sweet spot overall, with a few requisite anti-LGBT sentiments for drama, plenty more smiles, and one girl who was even brought to tears. "A burger has never made me cry before," she says.

There's also some Jimmy Kimmel-esque shenanigans in there, with some folks claiming the new version might be different or even a little sweeter than the original.

Still, it's all very simple and heart warming and good enough reason to give BK its fair share of snaps today.

The limited time Proud Whopper will be available at the BK on Market and 8th Street through Thursday, with proceeds donated to the Burger King McLamore Foundation for education.