Will you buy an "Unhappy Meal?"
Burger King is betting you will and on Thursday launched a new and limited edition of meals that suit the way you feel.
Launched under the slogan, "No one is happy all the time," the new Burger King line-up called the "Real Meals" (also called Unhappy Meals) is designed to help raise awareness about mental health. Burger King launched Real Meals to celebrate "being yourself and feeling however you want to feel."
The new treats support Mental Health Awareness Month in May. Real Meals include the Blue Meal, Salty Meal, Yaaas Meal, and DGAF (Don't Give an F---) Meal. They come with a Whopper, french fries, and a drink.
"Burger King restaurants understand 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," said Burger King in a statement.
It should be noted this campaign takes a shot at McDonald's, which shot to fame on the strength of its "Happy Meals" boxed kiddie meals that come with a toy.
Burger King has an ad on YouTube showing a montage of people in various emotional states, using the line: "No one is happy all the time. And that's OK."
The ad uses Burger King's well-known chorus from the 1970s, "Have it your way," but replaces the key slogan with "Feel your way." The music's been changed to support the idea people do have a range of feelings.
The initiative is taking place in collaboration with Mental Health America (MHA) to raise awareness for Mental Health Month.
"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," said Paul Gionfriddo, MHA president, and CEO.
Stage 4 refers to the stage with the highest severity of symptoms of mental illness. MHA describes Stage 4 as persistent, severe and life-threatening. It's Before Stage 4 campaign works to address mental health issues before they reach Stage 4.
Analysts said marketers have been using anxiety and depression as marketing "trends" in recent years, attempting to appear relatable to Millennials and Gen Z. The announcement tweet referenced a popular meme -- "not sure who needed to hear this today, but it's ok not to be happy all the time. All that matters is that you #FeelYourWay."
