Burger King Wants You To Buy “Unhappy” Meals
When you watch this new Burger King ad, you may not recognize it as a Burger King ad. Instead of focusing on their burgers, or their fries, they went ahead and focused on our feelings. Look — it’s been a tough few years for all of us. We might not be feeling “Happy” enough to grab a McDonald’s Happy Meal.
Created for kids but also perfect for the adult who wants a small portion (and a cool toy) the Happy Meal is almost iconic. It made fast food a lot easier for parents back in the day. And, it still has a place in everyone’s heart. But Burger King’s “Real Meal” is definitely in-tune with the world today.
Guests who grab one will get a Whopper, fries, and a drink. But it’s the box that’s the real treat here.
The meals will come in five different “mood” boxes. And the moods will be confusing to every Baby Boomer out there. Varying from “IDGAF” to “Yasss,” you can now let your lunch reflect how you’re actually feeling.
The commercial, which almost drops an F-bomb, is like no other fast food commercial you’ve ever seen. In short, it’s a reminder that we all have bad days. Sometimes consecutively.
“Not everyone wakes up happy,” the ad says. “Sometimes you feel sad, scared, crappy.” Multiple stories are told within the ad, which runs just under two minutes.
The campaign is to #FeelYourWay. That means that it’s okay to admit if you’re not feeling good.
To prove this isn’t just some sort of marketing gimmick, Burger King teamed up with Mental Health America. The fact that they’re bringing mental health awareness out in the open is something that should be applauded.
Even though it’d be a dream to be happy all the time, it’s nearly impossible. So, even though it hurts that Burger King had to attack the Happy Meal, they’re doing it for all the right reasons.
Some people feel like the campaign, matched with the food, is a great way to work out some feelings. (Plus, you were probably going to eat your feelings anyway at a Burger King even before knowing about this campaign. We’ve all been there.)
It just so happens that May is also Mental Health Awareness month. So, it’s wonderful that Burger King thought ahead and planned this promotion when it matters most.
As a complete aside, you have to admit… The boxes all look pretty adorable, even the one with a frown.
But, the important thing is that they’re making a point to celebrate all moods. Sometimes you’re just pissed off, and want to eat a Whopper. This is the perfect product for that.
It’s also important to note that while these meals will surely make you think, there’s also a little bit of humor behind them. Sure, it may be at McDonald’s expense, but it’s not like this is the first time there’s been some vitriol between the two companies.
The only thing that would have made this ad campaign better? If a portion of the proceeds were donated to a worthwhile charity that supports mental health awareness.
Of course, some people had complaints. They let Burger King know on Twitter that they thought the company may have overstepped boundaries.
Others thought that Burger King may have been jumping on a bandwagon. Especially because more and more people are being honest and upfront about their emotions these days.
But the truth is, mental health is all around us. Even in our fast food restaurants. If one employee is having a rough go of things, that can easily affect everyone. So, it’s important for everyone to speak up if they have the platform to.
The company has always been great about spreading positive messages regarding mental health. Even though their Twitter is often filled with jokes and jabs, they make a point to let their fans know that sometimes it’s fine to take a mental health day.
So, feel free to stop by Burger King today to pick up a Real Meal. Regardless of what your mood is.
Employees of Burger King have probably seen it all, and most will be able to relate. It’s okay not to be happy every once in a while, especially with all of the challenges that life throws our way.