Traditionally, Burger King as a brand has majority men as customers. Flame grilled beef doesn't seem to appeal to women as much. Yet Burger King is much more than a restaurant for men. But how are we supposed to convince women that we really can make everyone happy? No matter what you like to eat.

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.

The first thing we did was to check if pregnancy cravings really exist or are they only a pop cultural myth? And which kind of food crave pregnant women the most?

So we startet 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.

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 with payed influencers and social media ads which led to lot of buzz. Our out of home campaign consisted of mobile billboards and digital citylight posters. In addition, we held press events and customer events. The restaurant was also covered with in-store posters.

Countless women, expectant mothers and families have visited us and changed their perceptions of Burger King. With over 1.3 trillion impressions, we were also able to inspire people beyond our visitors with our idea.

A reach of over 225,1 Milllions, Media Value of 1,1 Milllionen und total Impressions of over 1,3 trillions.