Burger King taps into consumer angst with ‘Real Meals’
The fast-food chain is taking a big playful swipe at competitor McDonald’s while encouraging serious conversation about mental health. Many consumers aren’t buying it.
Marketing can tap into humor or into social responsibility, but trying to do both at once can be tricky, if not downright treacherous.
Burger King is touting mental health awareness while taunting its archrival by launching “unhappy meals”—a jab at McDonald’s Happy Meal line. BK says customers should be allowed to feel however they choose.
The tongue-in-cheek offerings have a serious tie-in with Mental Health Awareness Month, and Burger King hopes the campaign will do more than just sell burgers and fries.
Burger King has launched a range of burger meals that focus on “real” moods.
The fast-food chain introduced a range of boxed deals it’s calling “Real Meals,” including the Pissed Meal, Blue Meal, Salty Meal, Yaaas Meal and DGAF (Don’t Give a F—) Meal as part of Mental Health Awareness Month in May. The deal includes a Whopper sandwich, french fries and a drink.
“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 online release stated Wednesday.
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Tags: Burger King, mental health
