Shared from CNBC
No one is happy all the time. That’s the message Burger King is trying to communicate with a lineup of burger meals focused on “real” moods to help raise awareness about mental health.
Timed to Mental Health Awareness Month in May, the “Real Meals” include the Blue Meal, Salty Meal, Yaaas Meal and DGAF (Don’t Give a F—) Meal. They include a Whopper, french fries and a drink.
“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,” an online release says.
The effort also pokes fun at McDonald’s, which markets Happy Meals, boxed kids’ deals that include a toy. Burger King launched 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 swaps Burger King’s well-known chorus from the 1970s, “Have it your way,” with “Feel your way.” The music also has been changed to be more authentic to the idea that people can have a range of feelings.
This isn’t the first time Burger King has teased McDonald’s. In December, it sold its trademark Whopper for 1 cent. To get the deal, customers had to download the Burger King app on their phones. Then when they went within 600 feet of any of more than 14,000 McDonald’s restaurants, the app used geolocation technology to “unlock” the Whopper-for-a-penny deal.