Burger King is excited to launch its latest campaign, ‘Bundles of Joy,’ created in collaboration with BBH London. This initiative highlights the special moment new mothers experience when enjoying their first meal after giving birth. Earlier this year, Burger King introduced its ‘Foodfillment’ platform, positioning itself as the ultimate destination for food satisfaction. Now, they’re bringing this concept to life by celebrating new moms who savor their first meals post-birth.
A recent survey conducted by Mumsnet, which included over 2,000 mothers, revealed that for many, the first meal after childbirth is an unforgettable experience. An impressive 39% of respondents described this meal as the ultimate version of their favorite food. Among the most desired post-birth meals were burgers and fries, with many moms expressing that they would love to enjoy these treats right after delivery.
The campaign uses real images of mothers relishing their first meals from Burger King. Each image captures the exact moment they enjoyed their meal, showcasing the joy and satisfaction that comes with it.
Justine Roberts, CEO of Mumsnet, noted that many moms believe the food they ate after giving birth tasted better than anything else they had ever experienced. This sentiment reinforces the idea that new moms deserve to indulge in whatever they crave for their first post-birth meal and beyond.
The campaign officially launched on September 26, coinciding with a day when many babies are born in the UK. Alongside the campaign, Burger King offered a unique service called ‘The Grill Line,’ a special hotline providing Whopper® Meals to new moms in London, delivered straight to their hospital beds.
Katie Evans, Burger King’s CMO, emphasized the brand’s commitment to delivering ultimate food satisfaction and expressed excitement in sharing this experience with deserving new moms. Felipe Serradourada Guimaraes from BBH praised the campaign’s authenticity, highlighting the genuine joy captured in the photos of mothers enjoying their meals.
Through the ‘Bundles of Joy’ campaign, Burger King is not just satisfying hunger but also celebrating the precious moments that come with motherhood.
Credits:
Client: Burger King
Chief Marketing Officer: Katie Evans
Head of Brand: Suzi Hoy
Brand Manager: Matthew Moran
Advertising Agency: BBH London
CCO: Alex Grieve
Executive Creative Director: Helen Rhodes
Deputy Executive Creative Director: Felipe Serradourada Guimaraes
Creative Director: Felipe Serradourada Guimaraes
Copywriter: Charlie Pendarves
Art Director: Chloe Stephenson
Junior Creatives: Joe Williams & Alex Goddard
Managing Partner: James Rice
Account Director: Caroline Barton
Head of Strategy: Saskia Jones
Senior Strategist: Alexi Hall
Head of Design: Liam Thomas
Design Director: Miguel Sousa
Motion Lead: Josh Bailey
Designer: Sophie Harper
Retoucher: Simon Goold
Artwork: Wellcom
Artworker: Nigel Pullum
Head of Production: Victoria Keenan
Agency Film Producer: Victoria Keenan, Michael Hanney
Agency Print Producer: Sarah Tooley, Dan Moorey
Head of Experience Production: Susan Liu
Assistant Film Producer: Tina Mwazange
Media Business Lead: Gaby Lewis
Media Agency: Walk-in Media
Production Company: Magna
Director: Phoebe Arnstein
Executive Producer: Nnena Nwakodo
Footage & Research Agency: The Director Studio
Editor: Jack Singer, Stitch
Post: ELMNTL
PR Agency: The Academy
Event Management Agency: We Make Stuff Happen
