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Burger King® is finally debunking the myth surrounding pregnancy cravings with a representative survey among pregnant women and mothers in Germany. The survey confirms: Pregnancy cravings are the most normal thing in the world - and resistance is (almost) futile.
According to the survey, the most popular food combinations were cucumber and jam, fish sticks and applesauce, curry sausage and fried herring. From the survey results, Burger King designed new pregnancy Whoppers.
"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", says Klaus Schmäing, Director Marketing at BURGER KING Deutschland GmbH. "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."
I don't blame them, I wanted pickles in ice cream, red curry, and pineapple with brie cheese when I Was pregnant. At the same time. I also tried baking a mustard chocolate cake.
So one day, Burger King opened their doors to expectant mothers and let them try these burgers for free. They enthusiastically jumped on trying vanilla ice cream and olives or curry sausage and fried herring variants. I must admit, I've done curried herring, but not curried fried herring burger - I would try that too.
The crazy Whopper® combinations were promoted on social media channels and OOH
All of this led up to Mother's Day when Burger King opened its doors to pregnant women to come and try the pregnancy Whopper®! And they loved it.
Ad Agency: Emanate, Grabarz & Partner, Isobar, setup and Vizeum.