If there’s ever a way to build up an appetite, it’s giving birth. And it’s a truism (borne out by a survey conducted by Mumsnet on behalf of Burger King UK) that the food you have straight after bringing a child into the world is particularly satisfying and delicious.

This is the premise behind Burger King’s new campaign, which is being released today as apparently September 26 is the day the highest number of babies are born in the UK. (Who knew? Best of luck from us to all those mums hard at work right now.)

Consisting of OOH and print, plus an accompanying social film, the charm of the campaign lies in its simplicity – the photos and film footage are all real, and the sheer delight of eating the burgers is palpable. “I knew we had something special when we came across the images of real mums treating themselves to Burger King after birth,” says Felipe Serradourada Guimaraes, deputy ECD at BBH.

For today only, Burger King UK has also launched The Grill Line, a bespoke hotline for mums in London who have just given birth to receive a Whopper Meal direct to their hospital beds.

Credits:
Agency: BBH London
CCO: Alex Grieve
ECD: Helen Rhodes
Deputy ECD: Felipe Serradourada Guimaraes
Copywriter: Charlie Pendarves
Art Director: Chloe Stephenson
Junior Creatives: Joe Williams, Alex Goddard
Head of Design: Liam Thomas
Design Director: Miguel Sousa
Motion Lead: Josh Bailey
Designer: Sophie Harper
Production company: Magna
Director: Phoebe Arnstein