burger king
activation . product innovation
the pregnancy whopper
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ADC Shortlist x 2
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Brand Communication Design - Wildcard ​Promotional
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Experiential Design - Live Experience - Live Event
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One Show Shortlist x3
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IP & Product Design - Physical Product Promotional
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Direct Marketing - Non-traditional & Guerrilla Marketing
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Social Media - Stunts & Activations
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Eurobest Shortlist
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Social & Influencer - Travel, Leisure, Restaurants ​
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Pregnant mums are known for craving pretty curious combos.
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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.
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![BurgerKingPregnancyWhopper.jpeg](https://static.wixstatic.com/media/98e76a_b266b715191d4bf4a753363d53b62c25~mv2.jpeg/v1/fill/w_480,h_252,al_c,q_80,usm_0.66_1.00_0.01,enc_auto/BurgerKingPregnancyWhopper.jpeg)
Role: Concept, survey research, initial development
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Art Directors: Ryan Leckie, Joaquin Aubele
Copywriter: John Speer
Creative Directors: Felix Fenz, Katrin Stanek
![Screen Shot 2022-06-11 at 11.30.09.png](https://static.wixstatic.com/media/98e76a_88a49d3f203c4612aadd8ae50f9675f1~mv2.png/v1/fill/w_227,h_112,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/Screen%20Shot%202022-06-11%20at%2011_30_09.png)
Currywurst & marinated fried herring
![Screen Shot 2022-06-11 at 11.30.19.png](https://static.wixstatic.com/media/98e76a_572ffd3599df4526be7df47599e4ee4a~mv2.png/v1/fill/w_227,h_112,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/Screen%20Shot%202022-06-11%20at%2011_30_19.png)
Cake & beef
![Screen Shot 2022-06-11 at 11.30.41.png](https://static.wixstatic.com/media/98e76a_0316003a64b641018dda47484ea9cd9d~mv2.png/v1/fill/w_215,h_110,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/Screen%20Shot%202022-06-11%20at%2011_30_41.png)
Vanilla ice cream & olives
![Screen Shot 2022-06-11 at 11.30.30.png](https://static.wixstatic.com/media/98e76a_d473dd8e8c5042f9a165e851012b0888~mv2.png/v1/fill/w_227,h_112,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/Screen%20Shot%202022-06-11%20at%2011_30_30.png)
Fried egg & banana
![Screen Shot 2022-06-11 at 11.26.35.png](https://static.wixstatic.com/media/98e76a_9be2d11f33ab46eeab80c4898dad4fd7~mv2.png/v1/fill/w_116,h_53,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/Screen%20Shot%202022-06-11%20at%2011_26_35.png)
58% of pregnant women have pregnancy cravings
![Screen Shot 2022-06-11 at 11.27.13.png](https://static.wixstatic.com/media/98e76a_dcea0ebee15d4236bbca28b47a316de9~mv2.png/v1/fill/w_116,h_53,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/Screen%20Shot%202022-06-11%20at%2011_27_13.png)
Due to pregnancy cravings, these were consumed more frequently:
+53% cakes and baked goods, +55% sweets,+47% snacks, +51% fast food
![Screen Shot 2022-06-11 at 11.26.49.png](https://static.wixstatic.com/media/98e76a_b9a152ebde174ba4af295d1be44feae3~mv2.png/v1/fill/w_115,h_53,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/Screen%20Shot%202022-06-11%20at%2011_26_49.png)
The most popular ingredient combos are:
1. cucumbers and marmalade 2. fishsticks and applesauce 3. currywurst and marinated fried herring
![Screen Shot 2022-06-11 at 11.27.01.png](https://static.wixstatic.com/media/98e76a_a27dcfa858e74e7a9c67c21824a081ed~mv2.png/v1/fill/w_115,h_53,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/Screen%20Shot%202022-06-11%20at%2011_27_01.png)
Craving sweet or salty? (31% salty, 49% sweet)