The Drum Awards Festival - Design and Metaverse

-d -h -min -sec


By John Glenday | Reporter

May 5, 2022 | 2 min read

Burger King is playing its part to meet the gastronomic needs of expectant mums ahead of Mother’s Day by giving its most popular burger some unconventional fillings.

The German arm of the fast-food international polled over 1,000 women in advance of the May 8 celebration, establishing that 78% find it impossible to say no to their cravings, no matter how outrageous.

In response, Burger King is stepping up to the plate with a limited-edition pregnancy Whopper at one Berlin branch that sandwiches everything from cucumber and jam, to fish sticks and applesauce, and curry sausage and fried herring between its tottering buns.

The social media and out-of-home (OOH) push aims to draw mothers and their children through the doors of the burger chain this week, safe in the knowledge that nothing is off the menu.

Klaus Schmäing, director marketing at Burger King Deutschland, said: “Our survey among pregnant women and mothers clearly indicates that pregnancy cravings are not just a myth. These cravings are as real as pregnant women’s desire for special food combinations. This brought us to the idea to turn the most popular pregnancy cravings into pregnancy Whopper sandwiches. As a result, combinations like cucumber with jam or sausage with chocolate cream have been created – and expectant moms have enthusiastically tried them.”

Burger King has long played fast and loose with conventional taste, having previously produced a poop emoji ice cream to excite and disgust in equal measure.

Marketing Brand Purpose Mother's Day

More from Marketing

View all