Burger King Commercials With Mothers Eating Burgers After Giving Birth Sparks Online Outrage

A recent Burger King commercial that shows new mothers eating burgers immediately after giving birth has provoked strong opinions among viewers. The September 26, 2024, advertisement features weary women looking pleased as their husbands feed them burgers and boasts that "over a third of moms surveyed wanted burgers after birth."

Despite its cleverness, many people have issues with the advertisement's promotion of unhealthy eating habits. “This is unsettling. After childbirth, moms need nutrients, not a burger loaded with calories and sodium,” one user commented.

Women led the discussion, with some supporting the idea and others criticizing it, despite several sites reporting that the commercial predominantly offended men. "This is disgusting! Mothers need proper nourishment after going through birth!" one exclaimed.

With the opening tagline stating, "September 26, the day most babies are born in the UK," the video showcases actual footage of wives being captured on camera by their spouses just before giving birth. An old-fashioned song with the lyrics "I adore you, more and more, each day" plays in the background while their joy, fear, and anticipation are all on full display.

A mother is heard saying, "I'm so f–ing hungry," and at one point, her newborn's cries are clearly audible in the background. Shortly after, a man is seen entering the hospital while carrying a Whopper that he had just purchased to surprise his wife with the meal.

A Burger King commercial featuring mothers who found comfort in consuming burgers after giving birth prompted intense discussion

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“This might just be the cleverest ad for food I’ve ever seen,” wrote one viewer. Another viewer laughed it off, saying:

“Why didn’t I think of this for my last two kids? Screw the tea and toast! Someone bring me a Burger King after number 3 is born!”

The campaign's reception was, to put it mildly, mixed, despite its cleverness. Not only did critics object to the promotion of "junk food," but they also started a Change.org campaign in protest.

Many experts argue that advertisements like the Burger King commercial reflect broader societal issues regarding body image and nutrition. Dr. Penelope Leach, a child psychologist, highlights the impact such media portrayals can have on new mothers, who may already feel vulnerable.

She points out that this kind of messaging can perpetuate unhealthy body standards and eating habits that may influence their children’s perception of food.

Leach suggests that brands should consider more responsible portrayals by showcasing balanced nourishment and the emotional support mothers truly need during this life-changing period.

The ad was motivated by a survey that found that one-third of women had strong cravings for hamburgers and fries right after giving birth

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New Mom enjoying her meal

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Health Risks of Fast Food Habits

Dr. Mark Hyman, a renowned functional medicine expert, emphasizes the importance of nutrition, especially for new mothers. He notes that post-birth, women's bodies need nutrient-dense foods to recover from childbirth and support breastfeeding.

His research indicates that consuming fast food can lead to long-term health issues, such as obesity and diabetes, which are particularly concerning for new mothers who need to prioritize their health.

Instead, Hyman recommends whole foods rich in vitamins and minerals, suggesting that meal planning and preparation can empower mothers to make healthier choices during this critical time.

In order to promote the iconic Whopper as the cherry on top of a variety of heartwarming moments in people's lives, the campaign, named "Bundles of Joy," was created. The creative team based their statement on a study conducted on over 2,000 new mothers by Mumsnet, a UK-based website aimed at parents, which found that a staggering 39% of them had cravings for burgers and fries right after birth.

And here's another one

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Furthermore, individuals who were served the meal reported that it provided them with much-needed relief from their labor fatigue and helped them forget about it. Justine Roberts, CEO of the website, explained:

"Some of the criticism of this campaign has demonstrated just how much judgment new moms face – often from people who have no idea what moms are going through."

"Our users are pretty united in the view that moms who’ve been through labor deserve to be indulged with whatever they fancy for their first post-birth meal."

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Watch the commercial:

Research supports the survey, showing that women experience a complex hormonal surge that affects hunger during birth. These hormones include prolactin, which encourages breastfeeding; oxytocin, which controls feelings of love, caring, and connection; beta-endorphins, which provide pleasure and a sense of transcendence; and adrenaline and norepinephrine, which control excitement.

However, the dramatic rise in hunger is actually caused by a combination of the stress hormone cortisol and the hunger hormone ghrelin. These hormones react particularly well to diets that are typically viewed as unhealthy.

One specific conversation between two mothers, one fiercely opposing the idea and the other supporting a woman's right to eat anything she wants, brilliantly captured the general tone of the response to the advertisement.

"I think any woman can eat what she wants after birthing her own child!" one exclaimed.

“Nobody should eat this crap, least of all new mothers and the baby that she will likely feed from her own body,” the other replied.

“If you didn’t know, childbirth can be a tad exhausting and emotional; I think the mother can treat herself with any food she desires,” she argued.

"I know exactly how it can be. I gave birth twice naturally. What I know is that poison is absolutely not what a woman’s body needs."

Drop your own thoughts about this ad in the comments section below and share as well.

Behavioral Analysis & Pathways Forward

In conclusion, the backlash against the Burger King commercial underscores the need for a more responsible approach to marketing, particularly in sensitive contexts like motherhood. Experts like Dr. Mark Hyman and Dr. Penelope Leach advocate for healthier portrayals that align with the nutritional needs of new mothers.

By shifting the focus from fast food to wholesome nutrition, brands can foster a supportive environment that empowers mothers. A collaborative effort between healthcare professionals and marketers can lead to more positive messaging, ultimately benefiting both mothers and their families.