Burger King wanted to establish themselves as the best place to go for total food satisfaction. Through research, we discovered that for many mothers, the food you have straight after birth is one of the most amazing and unforgettable meals of all time. And many of them turn to Burger King. ‘Bundles of Joy’ was a campaign born from that insight. Using real images of mums who turned to the brand for their first postpartum meal. With the exact time their food arrived featured on every print execution. Alongside the nationwide out of home, Burger King launched a social film that encapsulated the raw, authentic moments leading up to a mother’s first meal and ‘The Grill Line’, a bespoke hotline that provided free Whoppers to new mums. The campaign became one of the most debated advertising campaigns in the world, with just 2% of posts portraying a neutral sentiment, it felt like everyone on the internet had an opinion. Some were inflamed by it, others were in praise of it. What was clear though, is that it really resonated with mums, with 63% of the positive posts about the campaign coming from women, with many of them defending the work and truth behind the insight. The campaign garnered 100+ pieces of earned media, reaching an audience of over 300 million in titles such as the Daily Mail, New York Post, The Independent and many more. The impact could be seen on sales too, with Burger King seeing a 15% increase in families dining in with kids the week after and Burger King UK experiencing their best performing delivery quarter ever.