Burger King delivers burgers to new mothers right after childbirth

UK – Fast food chain Burger King has launched its Bundles of Joy campaign, capturing real-life moments of new mothers enjoying burgers as their first meal after giving birth. The multichannel campaign comprises film, print and out-of-home ads, featuring authentic footage of mothers in hospital beds, along with the exact time the burgers were delivered.  

The campaign, created by BBH London, is part of Burger King’s Foodfillment brand platform that was launched in 2024 to position the company as the go-to choice for indulgence. A survey of 2,000 mothers conducted by Mumsnet revealed that 39% of respondents would have wanted burger or fries as their first post-birth meal. 

Launched on 26 September, the day most babies are born in the UK, the campaign has received mixed reactions. While some praised it for drawing on a real-life experience, critics argued that it exploited childbirth to promote unhealthy food.

The campaign taps into the broader consumer trend of Functional Feasting with more people seeking balance between pleasure and practicality.