Sushi, the first hungry craving after giving birth

Nice marketing: a small market activation campaign for Takeaway.com . And cleverly, a few days before Mother's Day.

Photo: Takeaway

What's on the menu after giving birth? Two out of five pregnant women (42%) plan this in advance, according to Takeaway.com , which interviewed 366 pregnant women aged 25 to 35 across Flanders, Wallonia and Brussels.

Nine months of selective eating, to avoid a number of problems, would make expectant mothers dream of sushi (29%) and sandwiches with steak tartare (25%). What they miss most during pregnancy are raw and unpasteurized products (meat 33%, fish 28%, mature cheeses 14%).

They try to forget these forbidden pleasures by mainly succumbing to sweet treats: chocolate, sweets and pastries (50%), followed at a distance by chips and other savoury snacks (26%).

Meal delivery platform Takeaway is using this fun little survey to also link a symbolic activation campaign to it. The first 100 new mothers who give birth in May in the major cities where Takeaway is active will receive a 30 euro voucher to order a postnatal 'catch-up meal' immediately after the birth.

“After all, we want to be there for our consumers, at all times,” concludes Siska de Lombaerde, Country Director Belux at Takeaway.com .