Burger King Launches ‘Real Meals’ in Campaign to Raise Mental Health Awareness

By Paula Liu

Burger King just launched a new line of products catered to people who might not be so happy, according to multiple reports.

For the month of May, Burger King will be releasing “Real Meals.” These meals come in their own distinct packaging, which caters to the many moods that people might be feeling, which includes: Pissed Meal, Blue Meal, Salty Meal, YAAAS Meal, and DGAF Meal.

The burger chain is partnering up with Mental Health America to release the new products as a campaign to promote Mental Health Awareness Month. In order to do so, they have launched a series of products that caters to people’s moods and feelings, according to a press release.

The boxes will come with the purchase of a Whopper Meal, consisting of the Whopper sandwich, fries, and drink at participating restaurants.

The burger joint’s Twitter page posted the new products, along with a tweet that said, “not sure who needed to hear this today, but it’s okay not to be happy all the time. All that matter is that you #FeelYourWay.”

Burger King is known for its catchphrase, “have it your way,” but for this month, the company appeared to change it to “feel your way” in order to go along with the new campaign.

“With the Real Meals campaign, the BURGER KING brand believes in authenticity and welcomes all guests. A natural extension of encouraging people to ‘be their way’ is encouraging them to ‘feel their way,'” the press release read.

The Burger chain emphasized that with the onslaught of social media, people have a desire to look and feel happy and perfect. However, with the new Real Meals, Burger King hoped to help people celebrate “being yourself and feeling however you want to feel.”

The burger chain also released a video on its YouTube channel on May 1, which featured the new campaign product. According to the press release, the video was shot in 35mm , and it sought to take an “intimate and raw look into the reality of feeling your way that’s both empathetic and celebratory.”

In addition, the burger chain took their old “have it your way” jingle and slogan and modified it so that it the lyrics read, “all I ask is that you let me feel my way.”

The characters in the video talk about their hardships, struggles, and unhappiness. The video opens with a person saying, “Not everybody wakes up happy. Sometimes you feel sad, scared, crappy.” After a variety of scenarios are shown, the people break into song, singing the old jingle that’s been given a new twist.

The video ends with on-screen text that read, “No one is happy all the time. And that’s OK.”

According to the press release, the Real Meals boxes are available while supplies last. The limited edition Real Meals were available starting May 1, and they can be found at select restaurants in Austin, Seattle, Miami, Los Angeles, and New York City.

Burger King was founded in 1954 and is currently the second-largest fast food hamburger chain in the world. The company is especially well known for its Whopper burger, which is made up of a quarter pound flame-grilled beef patty topped with tomatoes, lettuce, mayonnaise, ketchup, pickles, and white onions. The burger joint now has over 17,700 stores in over 100 countries.