Burger King has launched a new campaign, ‘Bundles of Joy,’ as part of its ‘Foodfillment’ brand platform, positioning the fast-food chain as the ultimate destination for total food satisfaction.

The campaign, created with BBH London, features real images of mothers who chose Burger King for their first meal after giving birth, highlighting the emotional and satisfying experience of that moment.

The idea for the campaign came after a survey conducted by Mumsnet on behalf of Burger King UK found that for many mothers, the meal they have immediately after giving birth is one of the most unforgettable experiences.

Of the 2,000 mums surveyed, 39% said their first post-birth meal felt like the ultimate version of that dish, with burgers and fries being some of the most craved post-birth indulgences.

For some mums, that feeling of total satisfaction, or ‘Foodfillment,’ was brought to them by Burger King UK. Each print ad in the ‘Bundles of Joy’ campaign features the exact time these mums enjoyed their first burger after giving birth.

Justine Roberts, CEO of Mumsnet, noted: “Mumsnet users frequently tell us that the food they ate after giving birth tasted better than anything else they’d ever eaten. They’re united in the view that new mums deserve to be indulged with whatever they fancy for their first post-birth meal (and pretty much everything else ever onwards).”

One mother, featured in the campaign, shared: “After a very long day, having a burger really hit the spot. I couldn’t think of anything better at that moment in time. It went down a treat!”

Launching on September 26th—statistically the day most babies are born in the UK—the campaign includes a nationwide out-of-home and print rollout, accompanied by a social film. As part of the launch, Burger King UK is also introducing ‘The Grill Line,’ a special one-day hotline in London that delivers a Whopper® Meal to new mums straight to their hospital beds.

Katie Evans, Burger King CMO, said: “At Burger King UK, we know a thing or two about the blissful state of ultimate food satisfaction. But as it turns out, so do mums. So after the success of our ‘Foodfillment’ strategy, we’re delighted to be bringing it to an audience which truly deserves it.”

Felipe Serradourada Guimaraes, Deputy Executive Creative Director at BBH, added: “I knew we had something special when we came across the images of real mums treating themselves to Burger King UK after birth. It’s a perfect encapsulation of Foodfillment.”