In the age of ‘hyper-sensitivity’, brands are increasingly treading a fine line between authentic and offensive. Burger King’s latest campaign ‘Bundles of Joy’ depicts women post-birth, holding their newborn in one arm, and hoeing down a BK Burger in the other.
The campaign, which launched September 26 in the UK, has sparked a heated debate online, with some criticising its nutritional implications for postpartum women and others deeply resonating with the campaign based on lived experience. Interestingly, men predominantly aligned with the first message, while women overwhelmingly favoured the latter.
This begs the question: is it really the nutritional aspect that is the issue here, or is it a juxtaposition to how women have notoriously been shown throughout traditional media, especially regarding motherhood?
However, when it comes to brands marketing to their audience, there are some key factors that need to be considered:
The campaign seems to have struck a nerve with a lot of women because it deeply connects with the emotional reality of the postpartum experience. In fact, creative agency BBH London used survey data conducted by Mumsnet from more than 2000 mothers, where over a third of the respondents said they would have preferred a burger or fries as their first meal after giving birth.
After what would be considered the most physically enduring event in a mother’s life, the sentiment of the burger and fries is symbolic. It represents the reward after the mammoth effort and is a statement of the new identity she has then become.
The consensus among critics seems to be, ‘what about the baby?’ This brings us back to another angle: do we just forget about the mother the minute she births her child? Isn’t it time we stop policing women?
A lot of negative comments seem to be overwhelmingly from men; not all, but a lot. This then highlights the importance of diversity in the creative process and communication.
Without diversity, we risk single-minded perspectives that miss crucial audience segments. By including other perspectives in these conversations, we’re able to gain insight into different realities that can help us identify problems or see opportunities we otherwise wouldn’t see.
This also applies to all minority groups. For example, consider how cultural perceptions of postpartum nutrition vary significantly. In some cultures, certain foods are encouraged for new mothers, while in others, they might be taboo. A truly inclusive campaign would acknowledge and respect these nuances.
Cultural nuances also play a role, as humour and tone can be interpreted differently across various audiences. Therefore, placement and audience analysis are important when creating a larger-scoped campaign.
This campaign aligns perfectly with the Burger King brand personality, which is known to be cheeky and mischievous in its approach. While the risky move may not produce instantaneous results, a deeply emotional message can resonate long-term. A study by Harvard Business Review found brands that tap into emotions outperform their competitors by 26%. In this case, Burger King has used disruption to speak specifically to mothers, and while some people are turned off, others resonate on a deeply emotional level.
We now live in an attention-driven economy, watching on as brands try to be the loudest. But it’s the brands that are willing to throw the dice and be different that will win in the end. The importance of the risk lies in the target audience focus. If it successfully draws in the people you want, it shouldn’t matter if you repel the rest, so long as it’s done ethically and empathetically.
Another example of a brand pushing boundaries in its category is Liquid Death. A canned water brand that has managed to create a movement in drinking culture by making water cool. Liquid Death positions itself as a rebellious brand, with a sustainability kicker, collaborating with big names like Travis Barker, Ozzy Osborne, and Burton Snowboards. Its disruptive strategy has paid off since its launch in 2019, with the brand becoming one of the fastest-growing non-alcoholic beverage brands, valued at US$1.4 billion as of March this year.
So, what can we learn as businesses from Burger King’s campaign? Focus on the long-term objective and your target audience. Memorability stems from emotion. In today’s fragmented media landscape, brands need to be willing to take calculated risks to cut through the noise. But those risks must be grounded in a deep understanding of their audience and brand values.
The key takeaway for marketers: don’t shy away from bold, emotionally-driven campaigns, but ensure your target audience is at the heart of your strategy.
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Tara Ladd is a brand strategist and founder of Your One and Only, a branding studio that develops identities that connect and stick with psychology, strategic thinking, and disruptive creativity. Ladd is also a passionate advocate for diversity and inclusion, challenging norms with unfiltered honesty, and empowering businesses to make a positive impact.
