In anticipation of Mother's Day, Burger King Germany recently commissioned a survey to debunk many myths surrounding pregnancy cravings and turned these findings into a new product -- the Pregnancy Whopper. The brand found that pregnancy cravings are extremely common and that "resistance is (almost) futile."
The Pregnancy Whoppers were crafted to mimic the most popular pregnancy-induced cravings including fish sticks and applesauce, french fries and strawberry ice cream, pickles and whipped cream. Burger King Germany emphasizes that pregnant women are not alone when they fall for special food combinations and offers a tasty way to satisfy their pregnancy cravings on Mother's Day, May 8.
"Our survey of pregnant women and mothers clearly indicates that pregnancy cravings are not just a myth. These cravings as real as pregnant women’s desire for special food combinations", says Klaus Schmäing, Director Marketing at BURGER KING Deutschland GmbH. "This brought us to the idea to turn the most popular pregnancy cravings into pregnancy Whopper® sandwiches. As a result, combinations like cucumber with jam or sausage with chocolate cream have been created – and expectant moms have enthusiastically tried them."
Expecting Mother-Themed Burgers
Burger King Debuts the Pregnancy Whopper in Time for Mother's Day
Trend Themes
1. Pregnancy-inspired Fast Food - There is a growing trend for fast-food chains to create food items tailored to moms-to-be or for pregnancy cravings.
2. Marketing Based on Consumer Insight - More businesses will utilize consumer surveys to gain insights into consumer habits, preferences and develop products accordingly.
3. Novelty Food Items - There is a growing trend for businesses to introduce new and unusual food items to entice customers and generate buzz surrounding certain holidays or events.
Industry Implications
1. Fast Food Chains - Fast food chains can capitalize on this trend by creating food items that cater to unique consumer needs or preferences such as pregnancy cravings.
2. Food and Beverage Marketing Companies - Marketing companies can utilize consumer surveys to gain insights into consumer habits, preferences and develop targeted marketing campaigns tailored to specific consumer groups.
3. Packaged/canned Food Companies - Packaged and canned food companies can capitalize on this trend by introducing new food items that cater to unique or unusual consumer preferences during holiday and event seasons.