It’s not often that we see a campaign online that is both loved and hated by so many at the same time.
That was the case last week with Burger King UK’s campaign starring mothers who had just given birth.
The campaign featured real, unfiltered images and videos of women before and during labor, culminating in the moment after childbirth when a loved one hands them a Burger King Whopper and fries to enjoy.
This campaign wasn’t put together overnight. It was inspired by a survey of 2,000 mothers, which revealed that the first meal after giving birth is considered the most delicious one they’ve ever had. Additionally, 39% of moms admitted that what they craved most was a burger with fries.
Based on these findings, the campaign was launched across digital and print media. Even the launch date—September 26—was no coincidence, as it is the day on which the most babies are born in the UK.
Burger King took it a step further by launching the “Grill Line,” a special hotline on September 26 where any new mom could call to receive a free Whopper.
The campaign’s message centered on providing a sense of “foodfillment” to new mothers who had just completed one of life’s greatest miracles: childbirth.
This initiative was part of Burger King’s “Foodfillment” strategy introduced months earlier, aiming to deliver ultimate satisfaction through food—this time targeting new mothers.
The campaign went viral immediately, sparking both praise and criticism. Critics condemned it for promoting unhealthy habits to new moms, who need to care for and feed their newborns. However, many positive comments—mostly from mothers, the actual target audience—shared their own stories about their first post-birth meal.
One powerful takeaway echoed by many moms was that no one should have a say in what a woman eats after enduring the exhausting and painful experience of giving birth.
What do we like about the campaign?
It serves as a brilliant example of how branding campaigns should be executed—with clear alignment to a company’s values and mission. Burger King’s mission was clear: to bring joy to new moms through food.
Despite the inevitable criticism, especially on social media, the campaign resonated with many women who fondly remembered one of the most emotional moments of their lives. It effectively tied research findings to the brand’s message.
The only question that remains is: How will Burger King respond to the backlash?
Will they stand by the campaign’s message or attempt some form of damage control?
That remains to be seen.
If you’re also interested in strengthening your brand identity through creative, well-targeted campaigns, our team at Pylarinos Advertising in Thessaloniki is here to help you make it happen. Contact us here.
