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’.
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.”
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.”
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