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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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
Currywurst & marinated fried herring
Cake & beef
Vanilla ice cream & olives
Fried egg & banana
58% of pregnant women have pregnancy cravings
Due to pregnancy cravings, these were consumed more frequently:
+53% cakes and baked goods, +55% sweets,+47% snacks, +51% fast food
The most popular ingredient combos are:
1. cucumbers and marmalade 2. fishsticks and applesauce 3. currywurst and marinated fried herring
Craving sweet or salty? (31% salty, 49% sweet)