Burger King launched "real meal" boxes for the month of May to promote mental health awareness among consumers and highlight that not every meal has to be 'happy'

May is Mental Health Awareness Month, which spotlights the importance of taking care of one's mental and emotional state. In honor of this movement, and as a play on competitor McDonald's Happy Meal, fast food chain Burger King has created a series of “unhappy” meals to help customers express the real and valid emotions they feel daily.

These “Real Meals” are part of Burger King's Feel Your Way campaign, which is a play on its typical tagline, “Have it your way.” The Real Meal collection includes the Pissed Meal, Blue Meal, Salty Meal, YAAAS Meal and the DGAF Meal, each with a unique colored box. Inside, the box contains the brand's signature Whopper burger, fries and a drink. The meals are available at select locations in Austin, Seattle, Miami, Los Angeles and New York City.

While the move is ultimately designed to bring in new customers, the campaign received a lot of praise on Twitter, including from president and CEO of Mental Health America, Paul Gionfriddo.

Watch the advertisement for these unhappy meals below:

Burger King


Lead image: stock photos from www.hollandfoto.net/Shutterstock

May is Mental Health Awareness Month, which spotlights the importance of taking care of one's mental and emotional state. In honor of this movement, and as a play on competitor McDonald's Happy Meal, fast food chain Burger King has created a series of “unhappy” meals to help customers express the real and valid emotions they feel daily.

These “Real Meals” are part of Burger King's Feel Your Way campaign, which is a play on its typical tagline, “Have it your way.” The Real Meal collection includes the Pissed Meal, Blue Meal, Salty Meal, YAAAS Meal and the DGAF Meal, each with a unique colored box. Inside, the box contains the brand's signature Whopper burger, fries and a drink. The meals are available at select locations in Austin, Seattle, Miami, Los Angeles and New York City.