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Category
Craft / Photography
Annual ID
OS25_OH104M
Background
Burger King wanted to establish themselves as the ultimate place to go for total food satisfaction- a feeling unlike (almost) any other. The brand platform ‘Foodfillment’ gave this feeling a name, but we needed to bring it to life in a new campaign. The issue was that Burger King’s marketing budget can never compete with its fiercest competitors, so in order to get our brand message noticed, we had to embed ourselves into a cultural truth that would truly stand out.
Creative Idea
The campaign aimed to encapsulate the exact moment of total food satisfaction by using real images of mums who turned to Burger King for their first postpartum meal. The headline on each print execution showcasing the precise time their food arrived, while playfully hinting towards the language used in maternity wards to describe when babies are born. The campaign was even launched on the 26th September, the day most babies are born in the UK.
Insights & Strategy
Through research, including a survey of over 2000 UK mums, we discovered that for many, the food you have straight after birth is one of the most amazing and unforgettable meals of your life. What’s more, a burger and fries were among the most wanted post-birth indulgences, with over a third of mums (39%) indicating they would have appreciated a burger and fries as their first meal after delivering their baby. ‘Bundles of Joy’ was a campaign born from that insight.
Execution
It was incredibly important that this campaign was completely genuine and true to the birthing experience. As a result, every photograph used in the campaign was one that was authentically taken by the mother’s partner, without any intervention from Burger King. To help ensure that the mother was the hero of each visual, we made sure to strip back the print campaign as much as possible - one headline, one logo. With subtle retouching implemented to give the print campaign series an overall aesthetic when placed together as a set.
Results
The nationwide OOH campaign delivered 13,118,405 impressions across 131 locations and sparked a national debate about motherhood, misogyny and female representation in advertising. It garnered 100+ pieces of earned media, reaching an audience of over 300 million in titles such as the Daily Mail and New York Post. The impact could be seen on sales too, with Burger King seeing a 15% increase in families dining in with kids, and an 18% increase in families ordering on the go with kids, the week after the campaign went live.
2025 Awards
Total Points: 3
Merit
Credits
Agency
BBH / London
PR / Marketing Agency
The Academy / London
Post Production Company
Wellcom / London
Art Director
Chloe Stephenson
Chief Creative Officer
Alex Grieve
Chief Marketing Officer
Katie Evans
Copywriter
Charlie Pendarves
Design Director
Miguel Sousa
Designer
Sophie Harper
Executive Creative Director
Felipe Serradourada Guimaraes
Producer
Dan Moorey
Sarah Tooley
Head of Design
Liam Thomas
Head of Strategy
Saskia Jones
Senior Strategist
Alexi Hall
Account Director
Caroline Barton
Art Worker
Nigel Pullum
Brand Manager
Matthew Moran
Client Managing Director
James Rice
Creative
Joe Williams
Sophie Goddard
Head of Brand and Communications
Suzi Hoy
Retoucher
Simon Goold
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