Their new campaign pokes fun at McDonald’s Happy Meals.  

By Corey Williams
May 02, 2019
Burger King

Burger King just debuted “Real Meal” boxes that come in a variety of moods. Depending on how customers are feeling when they order a Whopper combo, they can choose from the Pissed Meal, Blue Meal, Salty Meal, YAAAS Meal, and DGAF Meal. You’ll notice that a “Happy Meal” option is quite conspicuously absent from the lineup.

There’s a lot going on here, so let’s break it down:

1. Obviously, this is a jab at McDonald’s.

Burger King and McDonald’s are the Taylor and Kanye of the fast food world—their feud is kinda fake, kinda real, and always in your face. It doesn’t take a marketing genius to see that Real Meals are a playful twist on McDonald’s Happy Meals.

2. But it’s also surprisingly thoughtful.

BK’s ad for Real Meals is undoubtedly more dramatic than other burger commercials you may have seen. Take a look:

I admit, I cringed a few times. However, its message is valid—nobody is happy all the time.

“A natural extension of encouraging people to 'be their way' is encouraging them to 'feel their way.' With the pervasive nature of social media, there is so much pressure to appear happy and perfect," the chain said in the press release. "With Real Meals, the Burger King brand celebrates being yourself and feeling however you want to feel."

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There’s more: Burger King partnered with Mental Health America on the campaign and selected May (Mental Health Awareness Month) for its launch. Mental Health America is the nation’s leading community-based non-profit dedicated to addressing the needs of those living with mental illness and to promoting the overall mental health of all Americans, the release states.

You can find the limited-edition meals starting today at select restaurants in Austin, Seattle, Miami, Los Angeles, and New York City.

 

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