Burger King courts controversy, but creatives rally in support

The Burger King 'Bundles of Joy' ad has to be one of the most divisive advertising campaigns of recent times - but the creative industry has come out in support.

The internet is currently working itself into a frenzy about a Burger King ad campaign by BBH featuring new mums chomping down on burgers moments after giving birth. There's been an outpouring of negative reactions to the advert, but creatives, apparently, think it's brilliant.

Named 'Bundles of Joy,' the campaign consists of a series of candidly ‘real’ images featuring mothers in those heady, surreal moments that ensue after giving birth. Naturally, as a tasty reward for their hard work, they’re shown eating a Burger King while cradling their new baby.

The series of ads marks a special day in the UK when more babies are born than any other day of the year. The fast food giant conducted a survey and found ‘a burger and chips’ were amongst the most desired post-birth treat for those who've just gone through one of the most grueling experiences of their lives.

An accompanying film shows various mothers in labour before cutting to footage of them with hospital gowns akimbo being delivered the burger by their partner. Each mother has a delivery time next to her image - a fun play on the time they were given the food, rather than the delivery time of the baby.

Creative reactions

The idea of guzzling fast food next to a newborn was too much for some. LinkedIn, brand strategist Will Poskett, said "It's an ad that promotes cancer and obesity-causing ultra-processed foods next to the birth of a newborn baby. Promoting UPFs like this is cynical and disgusting."

The creative industry saw the more human side, however.

Viola Hazlerigg, associate creative director at The Romans, told Creative Moment: “I love this ad for loads of reasons. Not only does it champion the unedited beauty of mothers after the miraculous marathon that is birth, but in my mind, it also positions Burger King as a treat vs an everyday meal. It feels both celebratory and responsible. 10/10 on art direction and copy too. In short, an absolute Whopper of a campaign, bravo.”

Naresh Subhash, creative director at Made Brave, added: “This is the most debated, shared and slightly overly criticised/celebrated/ shared piece of out-of-home yet. I have not seen such fervour for a burger brand since ... ever. Which in itself makes the piece incredibly effective.

“However, for all its strengths or weaknesses depending on which side you have chosen in the mundane yet intriguing debate - I cannot help but wonder... "Where have I seen this before?". Ah, yes, Grub Hub in July.

“Whilst the insight for this piece was cultural, the execution was eerily similar. So, I ask myself - could this have been told differently? Perhaps, or perhaps not. If this is about putting the brand in culture or a cultural moment - Burger King has done it. If this measures brand awareness and engagement, it has done well in the UK for BK standards. However, does this move the dial to drive purchase and trial? Only time will tell.

“It'll go on to win something or get mentioned, but, when it comes to the general public BK has finally done something polarising and emotive for the UK market. For that alone, this is stellar work.”

Mamastillgotit meanwhile, took to her influential Instagram account to applaud its reliability: “Loving the new ad by Burger King and BBH. Very clever. All I wanted was a burger after giving birth”.

Credits

Campaign title: Bundles of Joy
Burger King
Chief Marketing Officer: Katie Evans
Head of Brand: Suzi Hoy
Brand Manager: Matthew Moran
Advertising agency: BBH London
CCO: Alex Grieve
Executive Creative Director: Helen Rhodes
Deputy Executive Creative Director: Felipe Serradourada Guimaraes
Creative Director: Felipe Serradourada Guimaraes
Copywriter: Charlie Pendarves
Art Director: Chloe Stephenson
Junior Creatives: Joe Williams & Alex Goddard
Managing Partner: James Rice
Account Director: Caroline Barton
Head of Strategy: Saskia Jones
Senior Strategist: Alexi Hall
Head of Design: Liam Thomas
Design Director: Miguel Sousa
Motion Lead: Josh Bailey
Designer: Sophie Harper
Retoucher: Simon Goold
Artwork: Wellcom
Artworker: Nigel Pullum
Head of Production: Victoria Keenan
Agency Film Producer: Victoria Keenan, Michael Hanney
Agency Print Producer: Sarah Tooley, Dan Moorey
Head of Experience Production: Susan Liu
Assistant Film Producer: Tina Mwazange
Media Business Lead: Gaby Lewis
Media agency: Walk-in Media
Production company: Magna
Director: Phoebe Arnstein
EP: Nnena Nwakodo
Footage and Research Agency: The Director Studio
Editor: Jack Singer, Stitch
Post: ELMNTL
PR Agency: The Academy
Event Management Agency: We Make Stuff Happen