Client: Burger King
Burger King's "Bundles of Joy" campaign cleverly positioned the brand as the go-to meal for new mums by tapping into the emotional and cultural significance of the first post-birth meal—an insight backed by research showing 39% of UK mothers craved a burger and fries after giving birth. Despite budget constraints and initial pushback over the campaign’s raw portrayal of postpartum women, Walk-In Media launched a bold, authentic campaign featuring real mums in out-of-home ads, a heartfelt social film, and a hotline delivering free Whoppers every 36 minutes to match the UK birth rate. Launched on the UK’s most common birth date, the campaign sparked global conversation, achieved over 300 million media impressions, and importantly drove a 15% increase in family dine-ins and 18% rise in takeaway orders—proving that emotionally resonant, insight-driven storytelling, positioned in impactful media locations can deliver both cultural and commercial impact.
