Marketing

Burger King introduces meal boxes for different moods

To raise awareness during Mental Health Awareness Month, and perhaps take a shot at McDonald’s, the chain is offering boxes for varying emotions.
Photograph courtesy of Burger King

Not feeling happy today? Burger King for a limited time will let you order a “Pissed Meal.”

Or a “Blue Meal” if you’re sad, a “YAAAS Meal” if, apparently, you are especially thrilled, a “Salty Meal” or a “DGAF Meal.”

The Whopper-centric “Real Meals” are part of the chain’s effort to build awareness that it’s OK to feel something other than happy during May, which is Mental Health Awareness Month. The company worked with nonprofit organization Mental Health America on its campaign.

The boxes, which come in five mood-based colors, will be available while supplies last this month when customers order a Whopper meal.

“A natural extension of encouraging people to ‘Be their way’ is encouraging them to ‘Feel their way,’” Burger King said in a release. “With the pervasive nature of social media, there is so much pressure to appear happy and perfect.”

Of course, being Burger King, the effort is a not-so-subtle shot at its competitor, McDonald’s, known for its Happy Meals. Burger King’s Real Meals boxes look somewhat similar to its rival’s version, though in varying colors and clearly aimed at adults.

“No one is happy all the time, and that’s OK,” the company said.

Real Meals “celebrates being yourself and feeling however you want to feel.”

Burger King published a video on its YouTube channel called “FeelYourWay,” featuring actors in various situations and moods and singing, “All I ask is that you let me feel my way.”

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