Burger King wants you to know that it’s okay to feel, that it’s fine for your state of mind to be something other than “happy”.
To promote this message, the fast-food chain launched its “Real Meals” campaign, which coincides with both Mental Health Month and an obvious dig at McDonald’s Happy Meals.
An ad (see clip below), which debuted on social media on Wednesday, shows people – mostly millennials and young people – expressing various states of mind that don’t necessarily fall into the ‘happy’ category. . (“I can’t believe my student loan,” says a man in the rhyme spot. “I never leave my parents’ house.”)
“No one is happy all the time,” the ad reads, directing viewers to the nonprofit’s website. Mental Health America. “And that’s fine.”
The Real Meals selection, which is a collaboration with Mental Health America, includes the “blue” meal, the “yaaas” meal, the “DGAF” meal, the “salty” meal, and the “edgy” meal. Customers receive a Whopper, fries and a drink.
But the rollout of the campaign – dubbed ‘Feel Your Way’ – drew criticism which gathered momentum on Thursday.
Many have objected to the commodification of mental illness and the company’s decision to equate struggles with depression with a colorful box of fast food. Others simply roasted the concept.
Here’s just a sampling of the backlash and mockery that followed.
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