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Advertising Burger King Mental Health

Not so happy meals: Burger King's ‘Real Meal’ campaign lets you pick your own mood

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By Kyle O'Brien | Creative Works Editor

May 1, 2019 | 3 min read

Burger King understands that no one is happy all the time. In a jab at the McDonald’s Happy Meal, the burger chain is asking guests to order a Whopper meal based on however they might be feeling with new boxes, dubbed ‘Real Meals.’

Burger King Real Meals

Burger King's Real Meals let you pick your mood

The boxed 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.

With the Real Meals campaign, the Burger King brand welcomes all guests of all moods and throws yet more shade at its great rival. With the pervasive nature of social media, there is pressure to appear happy and perfect, but with Real Meals, Burger King celebrates being yourself and feeling however you want to feel.

May is Mental Health Awareness Month, and the Burger King brand has partnered with Mental Health America on the campaign. Mental Health America is a 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.

A film to support the initiative launches today (May 1) on YouTube. Shot in 35mm, it takes a 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 US restaurants when ordering a Whopper meal.

Burger King: Feel Your Way Real Meals by MullenLowe U.S.

By Burger King

Overall Rating 4/5

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Advertising Burger King Mental Health

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