The Pregnancy Whopper

The Challenge:

Traditionally most of our guests at Burger King are men. To get a broader target group (women and families) interested in our delicious sandwiches, we decided to create a unique activation for Mothers Day: The Pregnancy WHOPPER

A range of special WHOPPER sandwiches exclusive for expectant mothers based on the most common pregnancy cravings.

But first we had to check: do pregnancy cravings really exist or are they only a pop cultural myth? And which kind of food crave pregnant women the most?

The Research:

First thing we did was to start a data driven market research: We interviewed more than 1,000 mothers-to-be and analysed more than 30,000 data points. (based on up to 30 questions including partly complex matrix questions for deeper insights).

With the collected data and facts, we could finally proof: Pregnancy Cravings are real! Not only that, but we have been able to evaluate when pregnancy cravings are strongest, what mothers-to-be crave most, what not and how long their cravings last.

The Execution:

This mass of data allowed us not only to create the most deliciously weird WHOPPER recipes for our pregnant guests on mothers day. We also created a ton of content on social media and digital which led to lot of buzz and proved again that we take our claim “have it your way” (in Germany “Mach Dein King”) seriously. Even when it means to create a WHOPPER with bratwurst and chocolate sauce.