Long Live the King... (Burger King, That Is)

Let Them Eat Meat

Burger King has absolutely nailed their latest campaign, 'Bundles of Joy'.

Don't like it? Good.

The whole purpose of a controversial marketing campaign is just that—to be controversial. You might not appreciate the concept behind the imagery or the suggestion that eating Burger King is more important than being with your newborn... but you're missing the point.

Good Ads Make You Smile, Great Ads Get You Talking

When was the last time you saw social media explode with endless opinions and commentary about a Snickers ad? Or Walkers, or Pepsi? All equally unhealthy for you... but that isn't what people are up in arms about. They're not upset about Burger King or any fast-food chain marketing unhealthy food; it's the audacity of pairing it with the magical moment of childbirth.

Now, I'm not a woman, so I won't presume to speak about how mothers feel after birth... However, I was in the delivery room for every minute of my two sons being born. And let me tell you, if my wife had been craving a burger post-delivery, I would have brought her the biggest one I could find. Extra pickles.

People are coming up with all sorts of reasons why this is an insensitive campaign:

Interestingly, the above were written by men. But there are advocates, and guess what? They're women:

Measuring Success: The Art of Controversial Advertising

As the old adage goes, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." - John Wanamaker

What's the point of advertising? To sell a product? To raise awareness? Both?

Which do you think Burger King excelled at with this campaign? (Hint: It's not subtlety.)

You could argue that putting people off with their 'insensitive' campaign would hurt sales. But what it has actually done is create two vocal camps, where the anti-campaign voices are inadvertently fuelling the visibility and reach of the campaign, giving Burger King far more exposure than they planned for. Likely, these critics weren't fans of Burger King (or other fast-food joints) anyway. So it feels more like a rant than a credible critique of the campaign's quality. 

Will it lead to more people eating Whoppers? Or maternity wards having Deliveroo on speed dial to bring burgers and fries after every delivery? Perhaps not. But it's definitely created a buzz, raised awareness, broken some social norms, and highlighted the creativity of the brand and the team behind the campaign. In the world of advertising, sometimes that's worth its weight in gold... or at least in grilled-beef patties.

The King is Crowned

The concept, imagery, and execution of this campaign are fantastic. It ticks so many boxes and has created tons of awareness. To be fair, Burger King isn't exactly a stranger to controversy. Even in their recruitment, they push boundaries: "Work for a King, not a Clown." How's that for a royal burn?

I say, keep it up. It's refreshing to see something genuinely attention-grabbing out there. In a world of bland, boring, and safe advertising that's afraid to ruffle any feathers, it's good to see a brand willing to take a risk. After all, in the cut-throat world of fast food, sometimes you've got to burn the rulebook.

Long live the King of controversial campaigns. May your reign be as lasting as the aftertaste of a Whopper.

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