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| Guiltless pleasures. | |
| by Jason Stone | |
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According to this film for Burger King, more babies are born on 26 September than any other day and, upon this flimsy premise, the fast food supplier has created a piece of communication that has more than a kernel of truth... and that makes it terrific. It's also stoked up a bit of controversy as the middle-class authoritarians determined to police child birth and early motherhood have weighed in with their 'health advice' and that only makes DAVID like it even more. Compiled from home-made videos, this film captures the reality of giving birth, including the post-birth euphoria of indulging whatever food craving a new mum should fancy, which is - according to research from Mumsnet - very often a burger and fries. To this end, Burger King have set up a service which provides any new mum with a free Whopper and Fries, should she want it. This aspect of the marketing is astute, but for fuck's sake stop doing it in the name of "foodfillment"... it's a shockingly awful word and should never have made it off the notepad of the person who came up with it.
Product Category: Fast Food Restaurants
Territory: UK
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