Burger King has never been a company to shy away from new and innovative menu items. Who could forget the controversial bacon sundae? In honor of Mental Health month, Burger King has announced its new line of “Unhappy Meals,” which is obviously a dig at its arch-rival McDonalds. But these meals come with a message.
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The new menu items are being referred to as “Real Meals,” which is supposed to insinuate the “real” moods people feel. According to CNBC, there are five different meal options under the new line: The Blue Meal, Salty Meal, Pissed Meal, Yaaas Meal and the DGAF (Don’t Give a F—) Meal.
Each meal comes with its own color-coordinated box. Each color represents what the consumer might be feeling. “Burger King restaurants understand 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.”
In their new campaign, Burger King released a commercial that showed young people going through difficult situations, which is a far cry from typical ads where everyone looks happy and content with life.
Burger King appears to be making an attempt to attract more than just small kids with their new meal campaign. Many of the ‘Unhappy Meals’ contain pop culture references that are popular with today’s youth.
The burger behemoth partnered with Mental Health America, an organization that wants to bring mental health issues to the forefront. Paul Gionfriddo, who is the group’s president, acknowledged that it isn’t common to see mental health ads at fast food chains. but they believe the partnership will get the message out.
“While not everyone would think about pairing fast food and mental health, MHA believes in elevating the conversation in all communities in order to address mental illness Before Stage 4 (when someone has severe symptoms).”
He added: “By using its internationally-known reputation to discuss the importance of mental health, Burger King is bringing much-needed awareness to this important and critical discussion — and letting its customers know that is OK to not be OK.”
Each meal includes a Whopper, fries and a drink.