the pregnancy whopper . activation
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
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)