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Burger King just launched a new campaign celebrating new moms who have just given birth.
Made with advertising agency BBH London, the initiative aims to spotlight the post-birth cravings new moms would have, and how they can be satisfied with the fast-food chain's iconic burgers.
"Bundles of Joy" was made after Mumsnet's survey revealed that over 39% of moms believe their first post-birth meal was like the "ultimate version" of their meal.
The survey also showed that burgers and fries were some of the most sought-after post-birth foods, with 39% of the respondents saying they appreciate having the two as their first mommy meal.
Mumsnet CEO Justine Roberts expounded on the findings, saying users often tell the company that the food they ate after giving birth "tasted better than anything else they'd ever eaten."
Hence, Burger King's new effort was born (no pun intended).
Notably, the latest initiative comes as part of Burger King's "Foodfillment" brand platform launched earlier this year.
"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," Burger King CMO Katie Evans shared in a statement.
Much like the latest campaign, the platform highlights the ultimate feeling of food satisfaction and how Burger King can play a role in "foodfilling" that — a good show of Burger King's brand identity.
The campaign is a perfect example of how creative agencies like BBH London help brands craft emotionally resonant marketing strategies that connect with their audience on a deeper level.
Apart from a hero spot, the campaign will include out-of-home (OOH) and print efforts. A hotline will also be available on September 26, the day most babies are born in the U.K., to give new mums a Burger King Whopper to keep them "foodfilled."
For the Mommies
The "Bundles of Joy" commercial kickstarts with a fact, revealing September 26 to be the date most babies are born in the U.K.
Viewers then see different moms as they go through a rollercoaster of emotions in hospital rooms before giving birth — screaming in pain, shouting into pillows, and holding tight onto the arms of nurses and loved ones.
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Finally, after giving birth, their guardians and loved ones all hand the moms a bag of Burger King's Whopper paired with fries.
They then devour it and achieve ultimate foodfillment, while the spot marks the times they delivered their babies and the times their BK meal was delivered.
The advert ends with Burger King reassuring moms that they will be on call for them on the special day.
Earlier this year, Burger King and BBH London paired up to drop a series of hilarious ads that showcase ultimate "foodfillment."
Editing by Katherine 'Makkie' Maclang
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