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Images of women eating burgers after giving birth has sparked outrage, amid claims it’s promoting unhealthy postpartum eating habits.

The photos and video are part of an advertising campaign for Burger King UK, and feature real mums in the throes of birth, and then indulging in burgers once they have their bundle of joy in their arms.

The campaign was sparked by a survey which revealed that a burger and fries are among the most-wanted post-birth meals. The survey of 2000 women conducted on behalf of Burger King UK also found that a third of mums say eating the first meal after giving birth is one of the most amazing feelings.

But, after the campaign was launched on September 26th – the date most babies are born in the UK – the criticism came thick and fast – from both men and women.

“This is unsettling. After childbirth, mums need nutrients, not a burger loaded with calories and sodium. Promoting this right after such a major physical experience feels irresponsible,” one person commented.

“This is disgusting!!! Mothers need proper nourishment after going through birth!”

Marketing strategist Will Poskett claims the ad goes ‘too far’.

“It’s an ad that promotes cancer and obesity-causing ultra-processed foods next to the birth of a newborn baby.”

He claims promoting ultra-processed foods in this way is ‘cynical and disgusting’.

Burger King burger photos

However, many women are furious at the outcry from men. Charlotte Ford responding:

“I’m coming at this from the point of view of the (still semi postpartum) person as my baby is about to be one next week so my reaction is most definitely informed by that.

“I actually love this campaign. An insight that almost all men miss is that you’re not really meant to eat in labour. You’re definitely not supposed to eat if you have a c section because of the risk of aspiration.

“So, by the time you have your baby out, in your arms, you’re exhausted, elated. And also (if you’re me) – you’re REALLY REALLY HUNGRY. And hospital food is frankly awful. I wasn’t given the famed tea and toast, I was given something called Mexican jelly salad which was revolting. I’d have bitten your arm off for a burger.”

Burger King burger photos

Burger King burger photos

Another mum-to-be added:

“I’m currently pregnant and I’ve already told my husband I want a McDonald’s delivered to my bedside pronto after birth.

“I’m with you on UPF in my day to day life but I think after going through something as huge as birthing a human – a f**k it I’m treating myself attitude just happens.”

What are your thoughts? Let us know in the comments below. 

  • I don’t understand why people get so fussed about the choice others make after the delivery of ther child. It’s totally up to them what they eat and not eat and you can’t dictate others what to eat or even advice them is in my opinion out of line. Everyone has their very own tastebuds and opinion: respect that

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  • Why would you want to post a photo of yourself eating at all? Putting every moment on social media is so weird and attention grabbing. Surely photos with the beautiful new baby bring enough attention.

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  • Okay I probably wouldn’t be eating a burger OVER the baby but I get that this was an ad campaign so holding the baby was part of the overall picture but honestly every naysayer needs to shut it. Who is to say this is the mums planned diet? It could be just a one off and even if it isn’t the reaction is a little OTT. When I gave birth to our youngest, hubby brought me Camembert and prosciutto as these were things I wasn’t allowed to have. I also dyed my hair for the first time in 6 months , not long after, as my obstetrician banned me from it while pregnant.

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  • A woman should be allowed to eat whatever she wants after giving birth, as long as it’s also breastfeeding friendly (if they’ve chosen that path). These women probably held off from having anything like that during their pregnancy. Let them have something. At least their eating and getting their energy levels up.

    Are the people making these negative comments not mothers? Have they never experienced giving birth in Australia?
    Both times I gave birth was during meal times. I hadn’t eaten for 12 hours before giving birth and wasn’t allowed a meal until 5-6 hours after birth.
    18 hours without food is too long for anyone on any given day.

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  • I would imagine there would be more nutrition in that hamburger than there would be in the meal the hospital might serve you providing you finished giving birth at the right time for their meal to be delivered if the UK hospitals are anything at all like the hospitals here in Australia. My late husband was often hospitalised during the last 10 years of his life and I consistently had to take home made food into him as the hospitals here no longer are under the control of dietitians but usually Spotlight Foods who provide cheap meals not nutritious ones to many government run premises.

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  • Theyre allowed to eat what they want after going through so much

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  • Women don’t usually eat during labour/birthing and have exhausted so much energy. Sometimes you just want what you want and food is better than nothing!

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  • I would have thought that the Mother who has gone through all of that pain to push out a beautiful child should be allowed to eat what they want as a first meal. The only thing in all of this that I disagree with is that it’s the burger chain that is doing the advertising.

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  • After reading this article I was wondering where all the fuss was about ? Some very strong language with disgusting and debate ! Why disgusting ?? and why a debate ?? We all have our preferences in what and when we would like to eat or not to eat; why are the preferences not respected ? Why have a debate about this ?

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  • I really feel like a burger after literally bringing life into the world is just NOT worthy of an article, or anyones opinion. People need to mind their business!

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  • Another story from USA but be Shaw any new mum should get what she wants

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  • I had Oportos after my last two babies and I deserve it! Hospital only has frozen ham sandwiches. Nothing wrong with the ad.

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  • Things have changed since I had my children. I wasn’t hungry I was tired LOL After a cuddle with bub and he was aken back to the nursery I told my (then) husband to go home I wanted to sleep. I can remember it being the best sleep I had in 9 months LOL

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  • I think people really need to calm down! We’re talking a one of thing directly after some of the most intense exercise you will ever have in your life. You’re exhausted after that and I can completely understand having something as a treat. For goodness sake, it was recommended to me to have some lollies and snacks, etc in my hospital bag for the big event, to keep me going while in labour. I actually like the campaign because it’s raw, it’s down to earth and it’s real!


    • I agree with your comment; labour was very long and indeed it was a full on workout for sure! I was also advised to have snacks and treats during and after the marathon workout! Snacks and treats were good for energy and recovery. There is no need for guilt at eating snacks, treats or even a burger.

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  • Oh goodness. People just need to get over it. I stopped on the way to the hospital with baby number 2 and I grabbed a burger because it was right on dinner time and boy was I glad i did. Labour stopped and I spent the night in hospital with no breakfast the following morning because i then went into labour

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  • I didn’t crave a burger after giving birth as I’m vegetarian, so it’s unlikely I will ever crave a burger, lol !
    To be honest I can’t remember that I craved to eat anything. But probably it is a bit different when you give birth by C- sections. With my first I was for hours in recovery and was feeling very sick, certainly not craving food.


    • But yeah, hospital foods aren’t the best, but hey it’s most often just for a short period of time. Often I bring a pot with Greek yoghurt, my homemade granola with lots of seeds and nuts, some fresh fruits and bags with nuts. If need be you can grab something from the hospital reastaurants or cafees

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  • After the sometimes lengthy marathon of pregnancy and then giving birth a woman can indeed eat what she desires. I was famished after giving birth due to extremely long labours and honestly hospital food did not hit the spot. The food was supplemented by food packed in the bag from home. Hospitals are stretched at the best of times and ready to go foods and snacks lightened the load.

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  • I was late back to ward following my c section and didn’t get any food from the hospital despite not being able to eat all day. My birth buddy had to go get a old sandwich and found some fruit for me to eat. It was not nice at all and although I don’t really promote unhealthy eating… for the love of… she’s just given birth. She can eat what she wants!!!!!

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  • I think people get way to involved is an ad for crying out loudthere are far worst things a new mum could be consuming! It’s not like it’s an alcoholic ad promoting new mums to drink or something!

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  • The first things I ate after birth was subway and a cinnamon croissant from the black cockatoo bakery which I had brought to me. Both were amazing. Hospital food while I stayed tasted ok but certainly was not “nutritious health food” so I don’t see the big deal. Giving birth is exhausting (but the best thing ever) and women should be able to enjoy a burger or chips without judgement after.

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