#BS: Burger King. Ate that.

Let’s talk about the Burger King brouhaha 📣

Last week BURGER KING UK dropped their "Bundles of Joy" campaign and left the internet divided (if you're catching up, read about it here).

Some loved it. Some were appalled. Some even said it was intentionally divisive. As for me, I think it's brilliant.

Over the years, I’ve been privy to several interviews with consumers talking about their eating and drinking—a few hundred people altogether, I'd say. Expectedly, what I've heard is a rainbow of perspectives.

But underlying each of these perspectives is the same core truth:
Food is emotional.
For everyone.

Thinking of food and emotion in the same sentence probably evokes images of emotional bingeing, disordered eating, or some other unhealthy dynamic.

But for most people, the connection is actually much simpler.

It’s the guy who sweats over making the perfect meal to impress his cute date. It’s the mom who cooks her love into an elaborate casserole because she's uncomfortable with verbalizing emotion. It’s the dog-mom who whips up fancy recipes for her furbaby because that pup is her world. It’s the person adjusting their portions because they need to fit into their wedding clothes. It’s me wanting kelewele on a rainy day because I miss home.

It’s the new mom craving a burger because she just did one of the hardest things in her life and she is flooded with a cocktail of hormones and a raging hunger.

Some experts argue that BKUK x BBH London skipped the insight work and went reckless with creative. I disagree. I think they tapped into a powerful human truth—and then used an iconic life moment to magnify it.

#BrandlySpeaking Burger King ATE 🍔  Yass or pass?

via PRWeek