Burger King Rolls Out 'Unhappy Meals' For Adults

by Thea Glassman
Originally Published: 
Burger King

Burger King is launching a new line called “Real Meals” and it’s for a great cause

Happy Meals are really, really great. But Real Meals? Well, that’s a whole other story. Burger King unveiled a new line of meals that are named after an entire range of different emotions in an effort to raise mental health awareness. Sorry, Mickey D’s – might just have to follow my heart (and stomach) with this one.

May is Mental Health Awareness Month and Burger King has decided to team up with the non-profit Mental Health America to remind people that they don’t have to be happy all of the time. They’ve designed a whole bunch of tasty treats tailor-made for your emotional state, featuring: DGAF Meal, Pissed Meal, Salty Meal, Blue Meal, and YAAAS Meal. These will all be available in Seattle, Miami, Los Angeles, New York City and Austin, according to TODAY.

So, what prompted the fast food chain to get involved in the mental health space? It all started with the change of their slogan. For forty years, Burger King’s tagline was “Have It Your Way.” In 2014, the company decided to change their motto to “Be Your Way.”

“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,” Burger King explained in the press release. “With Real Meals, the Burger King brand celebrates being yourself and feeling however you want to feel.”

Also, the packaging is pretty on point.

Burger King

Image via Burger King

Burger King

The company also shared their announcement of new meals on Twitter and Instagram, alongside this important reminder: “Not sure who needed to hear this today, but it’s ok not to be happy all the time. All that matters is that you #FeelYourWay.”

The reactions on Twitter were…um…thoroughly mixed.

Whether you love or hate this new campaign, it’s worth checking out Mental Health America, the non-profit that Burger King is partnering with. They address the needs of people living with mental illness and promote conversations about wellness. Lots and lots of cheers for honest, open discussions about mental health.

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