Burger King 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.
The new boxes, dubbed Real Meals, come in a variety of different moods – and “happy” isn’t one of them. The Real Meal moods include the Pissed Meal, Blue Meal, Salty Meal, YAAAS Meal and DGAF Meal. The boxes can be ordered with the purchase of a Whopper meal, which includes the flame-grilled Whopper sandwich, also known as America’s favourite burger, plus French fries and a drink.
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.” With the pervasive nature of social media, there is so much pressure to appear happy and perfect. With Real Meals, the Burger King brand celebrates being yourself and feeling however you want to feel.
To help bring attention to this important cause, the Burger King brand partnered with Mental Health America on the campaign and selected May for launch as it is Mental Health Awareness Month. 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.
A film by MullenLowe US, was launched to support the initiative. Shot in 35mm, it takes an intimate and raw look into the reality of feeling your way that’s both empathetic and celebratory.
The film also commemorates the classic “Have It Your Way” track from the 1970s BK commercials, but with a modernised take on the iconic track that abandons the shiny and happy and instead follows individuals staying true to themselves. The chorus of “Have It Your Way” is swapped out with something a bit more revealing and authentic: “Feel Your Way.”
The boxes are available while supplies last at select U.S. restaurants when ordering a Whopper meal. Guests can find the limited-edition meals starting May 1 at select restaurants in Austin, Seattle, Miami, Los Angeles and New York City.
Source: Burger King