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.
[fm_youtube url="https://www.youtube.com/watch?v=PjxRUEA0Tdo"]“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.
@burgerking - this is awesome! Burger King | #FeelYourWay https://t.co/7IFC6FOj2u via @YouTube
— Bkstar00 (@bkstar00) May 1, 2019
The campaign is to #FeelYourWay. That means that it’s okay to admit if you’re not feeling good.
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. https://t.co/vPmy1sT0cC pic.twitter.com/XmF0GvMjCg
— Burger King (@BurgerKing) May 1, 2019
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.
We teamed up with @BurgerKing to bring #mentalhealth awareness to the table. Feelings aren't facts, but they're real and so are you. It's ok to not be ok, so #FeelYourWay this #MentalHealthMonth. pic.twitter.com/99FTQcqCIB
— Mental Health America (@MentalHealthAm) May 1, 2019
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.
I respect @BurgerKing for the #FeelYourWay program to help raise awareness for Mental Health for the kids. Kids don't be afraid to speak out on any issues you got going inside your mind.
— Joey (@Ordyh_) April 30, 2019
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.
This will be great when kids ask their parents "What does DGAF mean?". Burger King has "Real Meal" combo boxes. - Tracy https://t.co/iKR29j5tyy
— 97.9 WRMF (@979WRMF) May 1, 2019
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.
.@McDonalds let’s #SettleTheBeef to raise awareness for@PeaceOneDay. #McWhopperProposal http://t.co/GEXRHve53D pic.twitter.com/o3APQ2QzKC
— Burger King (@BurgerKing) August 26, 2015
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.
you're beautiful, you're loved, you matter. don't forget it.
— Burger King (@BurgerKing) October 10, 2018
Of course, some people had complaints. They let Burger King know on Twitter that they thought the company may have overstepped boundaries.
Is this for real? What is wrong with yall? People don't go to restaurants for a safe spaces. They go for good food. Companies who are pandering to these ideas are losing money and its showing. No wonder why @McDonalds @Wendys beats you out right.
— MUSTACHETAKEOVER (@komic111) May 1, 2019
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.
Oh swell more corporate wokeness. Who told you this was a good idea? You sell burgers.
— CSanchez ➐ (@cactusstack) May 1, 2019
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.
This is dope, seems a bunch of folks are are just pissed BK doesn't have a "bigotry" themed box meal for them
— Duke Sporpa (@dungeonslut) May 1, 2019
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.
go take a mental health break and do something you love today 🙂
— Burger King (@BurgerKing) October 10, 2018
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.
