Global fast-food chain Burger King is teaming up with Mental Health America to raise awareness for the 'Mental Health Month'. But Twitter is divided on their marketing strategy.
Mood swings are a part of everyday life. You could be happy one second, and the next thing you know, you are feeling emptiness. Mental health is real and there is a need to address the issues. It is also important to celebrate being yourself and feeling however you want to feel. And in the month of May, global fast-food chain Burger King is teaming up with Mental Health America to raise awareness for the Mental Health Month.
For many, it might look like Burger King is taking a dig at McDonald's with the "Unhappy Meals" but it is indeed raising awareness for mental health issues with rather interesting marketing strategy. The fast-food franchise has introduced a limited-edition collection of Unhappy Meals “because no one is happy all the time.”
“Burger King restaurants understand 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,” a press release stated Wednesday. Now if you are wondering where you can get your hands on it -- the meals will be available in Austin, Seattle, Miami, Los Angeles, and New York City.
The limited edition meals will be available in five different "Real Meals" box options that cater to different moods that one goes through: "Pissed Meal (mad), Blue Meal (sad), Salty Meal (bitter), YAAAS Meal (excited), and DGAF Meal (Don't give a f***).
As expected, #FeelYourWay boxes do not come with a toy (ahem) but it will comprise of a full-sized Whopper combo meal, including fries and a shake. And that sounds too delicious, doesn't it?
“MHA is very pleased to partner with Burger King,” said Paul Gionfriddo, president, and CEO of Mental Health Awareness. “While not everyone would think about pairing fast food and mental health, MHA believes in elevating the conversation in all communities in order to address mental illness Before Stage 4. By using its internationally-known reputation to discuss the importance of mental health, Burger King is bringing much-needed awareness to this important and critical discussion – and letting its customers know that is OK to not be OK.”
Now as expected, the reaction towards the marketing strategy of Burger King has met with mixed responses with some appreciating the initiative to address mental health issues, while others not so much.
"Burger King has also announced it will continue not offering health insurance to American employees, as well as continuing its policy anxiety-inducing shift management and lack of job stability."— Bread Mage (@Bahguette) May 2, 2019
"Burger King is building a bridge, so people can get over themselves. I find that to be rather progressive," a social media user said. Meanwhile, another added: "Seems more like a marketing gimmick than a real effort at mental health awareness. On the other hand, I like the idea of rolling up to a drive thru & requesting the “pissed meal” in an angry voice. Makes me chuckle to think about it."
me walking in bk and seeing the new meals being served pic.twitter.com/x92EpFrEao— Lumi 🖋🐰🐻☕️ (@Lewmzi) May 2, 2019
"Using mental health awareness to bring In revenue? Do the proceeds go to organizations helping those suffering? Do they slide in a flyer with numbers to call if you are feeling down? I get it but don’t get it. Maybe BK needs to see a therapist," a Twitter user said.
Here are some other reactions to Unhappy Meals.
Does the pissed meal come with lemonade?— neontaster (@neontaster) May 2, 2019
the next wave in America's obesity crisis - restaurant chains, literally, encouraging people to eat their feelings.— AJ Goodman (@ajgoodman42) May 2, 2019
100%. I’ve lived with mental illness for 11 years now. When I see companies doing this kind of thing, it makes me feel “seen”, and more “normal”— Jacqueline. (@jackietrillva) May 3, 2019