May is Mental Health Awareness Month and in a no-so-subtle poke at McDonald’s Happy Meals, Burger King has decided to go for ‘truth in advertising’ with their new line of boxed meals and accompanying television commercial. The fast food burger franchise has taken a risk and introduced the Pissed Meal, the Blue Meal, the Salty Meal, the YAAAS Meal and the DGAF Meal for a limited time.
Burger King Launches Real Meal Moods
Burger King has created Real Meals in partnership with Mental Health America to encourage everyone to come in and eat, regardless of how they might be feeling. The new boxed Real Meal moods include the Pissed Meal, Blue Meal, Salty Meal, YAAAS Meal and DGAF (Don’t Give a F*ck) Meal.
Burger King restaurants understands that no one is happy all the time. That’s why they’re asking guests to order a Whopper meal based on however they might be feeling. The new boxes, dubbed Real Meals, come in a variety of different moods—and “happy” isn’t one of them.
The Real Meal moods include the Pissed Meal, Blue Meal, Salty Meal, YAAAS Meal and DGAF Meal. The boxes can be ordered with the purchase of a Whopper meal, which includes the flame-grilled Whopper sandwich, plus French fries, and a drink.
With the Real Meals campaign, the Burger King brand believes in authenticity and welcomes all guests. A natural extension of encouraging people to “be their way” is encouraging them to “feel their way.” With the pervasive nature of social media, there is so much pressure to appear happy and perfect. With Real Meals, the Burger King brand celebrates being yourself and feeling however you want to feel.
To help bring attention to this important cause, the Burger King brand partnered with Mental Health America on the campaign and selected May for launch as it is Mental Health Awareness Month. Mental Health America is the nation’s leading community-based non-profit dedicated to addressing the needs of those living with mental illness and to promoting the overall mental health of all Americans.
The film to support the initiative, shown above, launched today. Shot in 35mm, it takes an intimate and raw look into the reality of feeling your way that’s both empathetic and celebratory. The film also commemorates the classic “Have It Your Way” track from the 1970s Burger King commercials, but with a modernized take on the iconic track that abandons the shiny and happy and instead follows individuals staying true to themselves. The chorus of “Have It Your Way” is swapped out with something a bit more revealing and authentic: “Feel Your Way.”
The boxes are available while supplies last at select U.S. restaurants when ordering a Whopper meal. The Whopper Sandwich is a ¼ lb. of savory flame-grilled beef topped with juicy tomatoes, fresh lettuce, creamy mayonnaise, ketchup, crunchy pickles, and sliced white onions on a soft sesame seed bun. Burger King guests can find the limited-edition meals starting today at select restaurants in Austin, Seattle, Miami, Los Angeles, and New York City.
So, on the 70th anniversary of Mental Health Awareness Month this May, order a Real Meal your way. Help support the work of Mental Health America by visiting mentalhealthamerica.net.
above images courtesy of Burger King and above information is the press release from MHA