Burger King Reveals the Myth About Pregnancy Cravings with Inspired Whoppers

With a representative survey among pregnant women and mothers, Burger King Germany finally reveals the myth surrounding pregnancy cravings: For 58% of the surveyed women, it is a thoroughly familiar phenomenon. 76% say that resistance to pregnancy cravings is impossible and that they are  simply too strong. In the run-up to Germany’s Mother’s Day on May 8th, Burger King Germany highlights that no expectant mom must feel alone when falling for special food combinations and provides a tasty way to indulge in their pregnancy cravings. 

For the campaign, Burger King Germany developed special pregnancy Whopper sandwiches with some of the most popular food combinations according to the survey, such as cucumber and jam, fish sticks and applesauce and curry sausage and fried herring. The entertaining campaign film shows the astonished and amused reactions of (expectant) mothers, their children, and partners to their pregnancy cravings. The campaign is promoted digitally, via Burger King Germany’s social media channels and OOH. To give even more (expectant) mothers the opportunity to indulge in their pregnancy cravings, Burger King offers the extraordinary pregnancy Whopper sandwiches exclusively on Germany’s Mother's Day at a select Berlin Burger King restaurant. Moms and pregnant women are welcome! 

"Our survey among pregnant women and mothers clearly indicates that pregnancy cravings are not just a myth. These cravings are as real as pregnant women’s desire for special food combinations", says Klaus Schmäing, director marketing at BURGER KING Deutschland GmbH. "This brought us to the idea  to turn the most popular pregnancy cravings into pregnancy Whopper sandwiches. As a result, combinations like cucumber with jam or sausage with chocolate cream have been created – and expectant moms have enthusiastically tried them."  

For the study*, a total of 1,070 women in Germany between the ages of 16 and 45* were asked about their eating preferences and habits during pregnancy. The survey indicated that pregnancy cravings  mainly occur in the second trimester, and most often in the evening (45%). They usually disappear again immediately after the birth or a few weeks afterwards at the latest. Only 7% of the respondents  confirmed that their cravings have persisted also after giving birth. The women surveyed said that  pregnancy cravings for sweets (49%) are significantly stronger than for salty foods (31%). 55% of respondents also said they eat more fresh fruits and vegetables during pregnancy. At the same time,  pregnancy cravings mean that women eat more chocolate (55%), cakes (53%) and potato crisps (47%) in particular, as well as fast food such as burgers (51%). This is not surprising, as 76% say that resistance to pregnancy cravings is impossible and that they are simply too strong.