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.
“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
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
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.)
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.
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
you're beautiful, you're loved, you matter. don't forget it.
— Burger King (@BurgerKing) October 10, 2018
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
Oh swell more corporate wokeness. Who told you this was a good idea? You sell burgers.
— CSanchez ➐ (@cactusstack) May 1, 2019
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
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.
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