As part of Mental Health Awareness Month, Burger King, partnering with Mental Health Campaign, is offering a group of boxed meals called “Real Meals” to bring attention to mental health issues, and in a sly way, poke fun at McDonald’s for their iconic “Happy Meals.”
The Burger King meals, which include a Whopper, french fries and a drink, and are offered in Austin, Seattle, Miami, Los Angeles and New York City, come in various moods, as NBC News reports: a Pissed Meal, Blue Meal, Salty Meal, Yaaas Meal and DGAF (Don’t Give a F***) Meal. Burger King stated, “Burger King restaurants understands 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.” An ad released by the company depicted people exhibiting all kinds of different kinds of moods with the tagline, “No one is happy all the time. And that’s OK.”
As NBC News notes, “The ad swaps Burger King’s well-known chorus ‘Have it your way,’ with ‘Feel your way,’ and claims to take an ‘intimate and raw look into the reality of feeling your way.’”
Poking fun at McDonalds is nothing new for Burger King. As People Magazine reported in October 2017:
The fast food chain is giving out a free Whopper sandwich to the first 500 guests in clown costume … In the promotional video launching their “Scary Clown Night” (above), a Burger King worker is being chased by clowns to claim their free whoppers. The first clown we see looks strikingly like Ronald McDonald, which, of course, appears to be them trolling their competitor Mickey D’s.
Market Watch reported in December 2018:
Burger King is offering its Whopper sandwich to diners for a penny…if they order it within 600 feet of a McDonald’s Corp. restaurant using the new Burger King app. The Whopper Detour promotion is available from Dec. 4 to Dec. 12 to boost the new app, which uses geofencing at most of the more than 14,000 McDonald’s locations. The Whopper offer becomes available when a customer is within the designated range.
Mental Health America’s president and chief executive, Paul Gionfriddo, said: “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). 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.”
Burger King first introduced the Whopper in 1957. Its advertising campaigns have included the famous “Hold the pickles, hold the lettuce, special orders don’t upset us” jingle in the 1970’s, and later the slogans “Have it your way” and “It takes two hands to handle a Whopper.”
Burger King partnered with George Lucas’ Lucasfilm, Ltd. to promote “Star Wars” in 1977; the company sold beverage glasses featuring the main characters from the movie, a practice to create a tie-in that was later emulated by other fast food companies. In 1982 McDonald’s and the Walt Disney Company partnered to promote Disney’s animated films, but in 1994 Disney transferred to Burger King, joining forces to promote “Beauty and the Beast,” “Aladdin,” “The Lion King,” and “Toy Story.” In 1999 Burger King partnered with the Pokemon franchise.