Burger King builds on its Foodfillment brand platform with a new campaign entitled Bundles of Joy”, showing real mothers who have just given birth enjoying a burger.
Created with creative agency BBH London the campaign launched from yesterday (26 September) with an out-of-home and print campaign and accompanying social film.
Each of the OOH images shows a new mother tucking into a burger whilst holding their baby, alongside an arrival time such as ‘arrived at 18:51’ and the classic Burger King logo.
The social film launches alongside a bespoke London-based ‘The Grill’ hotline which provides a Burger King Whooper to mums who have just given birth.
It is complied of a number of homemade videos of new mums, all of which end with them tucking into a burger.
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The spot is based on insights from a Mumsnet survey which was conducted on behalf of the fast food outlet, with four in ten (39%) saying the first meal they had after delivering a baby felt like the ultimate version of that meal.
“At Burger King UK, we know a thing or two about the blissful state of ultimate food satisfaction. But as it turns out, so do mums. So after the success of our ‘Foodfillment’ strategy, we’re delighted to be bringing it to an audience which truly deserves it,” said Burger King CMO Katie Evans.
BBH deputy executive creative director Felipe Serradourada said: “I knew we had something special when we came across the images of real mums treating themselves to Burger King UK after birth. It’s a perfect encapsulation of Foodfillment.”
