Burger King
In ‘Bundles of Joy,’ Mumsnet helped Burger King unlock a raw human insight with data only Mumsnet could surface, fuelling one of 2024’s most emotionally resonant and talked-about campaigns. The work sparked extensive media coverage, spanning national, international, and trade press, and prompted vibrant conversation across social media as mothers saw their own stories reflected in the creative
Brief in brief
Support the launch of a culturally resonant campaign promoting Burger King’s delivery service by anchoring it to one of life’s most emotionally charged moments: a mother’s first meal after giving birth. Mumsnet’s role was to validate the emotional power of post-birth meals and identify what food truly satisfies in that moment, ensuring the campaign was grounded in truth
Opportunity
As the UK’s largest parenting website, Mumsnet has a unique position as mothers share unfiltered, authentic experiences of birth, recovery and early parenthood. For a campaign seeking to spotlight a deeply personal post-birth moment, Mumsnet offered more than just access to a demographic - it provided access to truth and offered cultural legitimacy.
Partnership
Mumsnet grounded the Burger King Bundles of Joy campaign in insight by surveying 2,000 UK mothers about their experiences of their first meal after birth. Mumsnet uncovered a striking truth: for many women, the first meal after giving birth is remembered as one of the most satisfying meals of their lives. This insight became the emotional cornerstone of the campaign, helping Burger King authentically celebrate “Foodfillment” in one of life’s most raw and meaningful moments.
