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burger king

activation . product innovation

the pregnancy whopper 

  • ADC Shortlist x 2

    • Brand Communication Design - Wildcard ​Promotional

    • Experiential Design - Live Experience - Live Event 

  • One Show Shortlist x3 

    • IP & Product Design - Physical Product Promotional 

    • Direct Marketing - Non-traditional & Guerrilla Marketing 

    • Social Media - Stunts & Activations 

  • Eurobest Shortlist 

    • Social & Influencer - Travel, Leisure, Restaurants ​

Pregnant mums are known for craving pretty curious combos. 

Burger King believes in always being your way - however weird your way. So it's created the Pregnancy Whopper.


On Mother's Day 2022, mums-to-be can customise their Whopper to their heart's desire with Germany's top pregnancy-craved toppings. 


Role: Concept, survey research, initial development  

Art Directors: Ryan Leckie, Joaquin Aubele 

Copywriter: John Speer 

Creative Directors: Felix Fenz, Katrin Stanek  

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Currywurst & marinated fried herring 

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Cake & beef

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Vanilla ice cream & olives

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Fried egg & banana

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58% of pregnant women have pregnancy cravings

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Due to pregnancy cravings, these were consumed more frequently:

+53% cakes and baked goods, +55% sweets,+47% snacks, +51% fast food 

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The most popular ingredient combos are:

1. cucumbers and marmalade 2. fishsticks and applesauce 3. currywurst and marinated fried herring

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Craving sweet or salty? (31% salty, 49% sweet)

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