Earlier this year, Burger King launched ‘Foodfillment’, a new brand platform that positioned them as the place to go to for the ultimate feeling of total food satisfaction. A feeling that beats any other feeling, ever. Now, they’re bringing this platform to life with a new campaign, ‘Bundles of Joy’, featuring real images of mums who have just given birth.
The campaign, created with BBH London, was born after a survey conducted by Mumsnet on behalf of Burger King UK found that for many mothers, the food you have straight after birth is one of the most amazing and unforgettable feelings ever. Mumsnet surveyed more than 2,000 mums, and found that over a third of respondents (39%) said their first post-birth meal felt like the ultimate version of that meal.
The survey revealed that a burger and fries were amongst the most wanted post-birth indulgences, with over a third of respondents (39%) saying that they would have appreciated a burger or fries as their first meal after delivering their baby.
The most incredible part of all this, is that for some mums, that unforgettable feeling is brought to them by Burger King UK.
‘Bundles of Joy’ uses real images of mums who turned to the brand for their first meal after birth. With the exact time they were ‘Foodfilled’ by the arrival of their burger featured on every print execution.
Find out more on BBH.