US – The fast food chain has released a series of meals with the intention of raising awareness that no one is happy all the time.
In its latest dig at competitor McDonald’s, Burger King has released Real Meals, a range of meal boxes that come in various emotions and therefore sit in opposition to McDonald’s renowned Happy Meal. The chain is asking diners to order a meal based on their current mood, whether that is Pissed, Blue, Salty, YAAAS or DGAF.
The campaign is part of a collaboration with Mental Health America to coincide with Mental Health Awareness Month. The brand’s accompanying film challenges the typically happy, ‘shiny’ ads produced by the fast food industry, instead portraying a more realistic view of American life and highlighting the full spectrum of emotions experienced by people daily.