Burger King has rolled out a line of "Real Meals" named for different moods with the purpose of raising mental health awareness, while taking a swipe at competitor McDonald's at the same time.
What are the details?
In recognition of May being Mental Health Month, Burger King collaborated with the nonprofit Mental Health America to launch the awareness campaign Wednesday, releasing a short film — which Business Insider referred to as "dark" — showing people having bad days.
"No one is happy all the time. And that's okay," a caption near the end of the clip says, in a slight to McDonald's Happy Meals intended for kids. The advertisement then goes on to introduce a range of mood-based Whopper deals, including the Blue Meal, YAAAS Meal, Pissed Meal, Salty Meal, and the DGAF (Don't Give a F***) Meal. The meals include the Whopper meal or a Whopper, fries, and a drink.
Burger King | #FeelYourWay www.youtube.com
NBC News noted that "the ad swaps Burger King's well-known chorus 'Have it your way,' with 'Feel your way,' and claims to take an 'intimate and raw look into the reality of feeling your way.'" The company is reportedly "asking guests to order a Whopper meal based on however they might be feeling."
MHA issued a news release about its partnership with the fast food giant in which President and CEO Paul Gionifriddo said, "While not everyone would think about pairing fast food and mental health, MHA believes in elevating the conversation in all communities in order to address mental illness Before Stage 4 (when symptoms reach a severe level).
"By using its internationally-known reputation to discuss the importance of mental health, Burger King is bringing much-needed awareness to this important and critical discussion — and letting its customers know that [it] is OK to not be OK," Gionifriddo added.
The Takeout's Allison Shoemaker called the "Real Meal" campaign "Burger King's latest publicity gimmick."
"Isn't this just commercializing emotional vulnerability?" she asked. "If they are using my mess to sell fries, then why make it a jab at McDonald's?"
Where can I get a DGAF meal?
"Real Meal" boxes will be available for a limited time at five big-city locations where Burger King presumably believes they'll be in the highest demand: Austin, Seattle, Miami, Los Angeles, and New York City.