The popular burger joint "Wimpy" got extremely creative when it rolled out new braille menus for the blind last week.

The South African food chain could have used TV and radio commercials to let the public know they now had special menus for the sight impaired.

Instead, company officials turned to the bakers of Wimpy Burger buns, and asked them to use sesame seeds to spell out messages in braille on 15 buns!

The company then hand-delivered all 15 Wimpy Burger sandwiches to individuals at three blind institutions around South Africa and filmed their reactions to being able to "see" what they were eating for the first time.

It will give you chills.

Aside from this being an incredible marketing tool for Wimpy's, it is heartwarming to witness such an enormous humanitarian gesture from a corporation.