Many people join conversations around mental health, but a fast-food giant entering such conversations is rare. Recently, Burger King started a new ad campaign called “Real Meals” in an effort to bring more attention to mental health.
In partnership with Mental Health America, Burger King initiated the new campaign to promote Mental Health Awareness Month by stating, “No one is happy all the time. And that’s OK.” The meals are available in different moods, which include the YAAAS Meal, DGAF Meal, Blue Meal, Pissed Meal, and Salty Meal.
The campaign became a trending moment on Twitter and so far received mixed reviews, with some dubbing it “Unhappy Meals.” Some even went on to criticize Burger King for taking advantage of something that is as serious as mental health issue.
Burger King CMO Fernando Machado told Melissa Blake, a freelance writer based in Illinois, through an email, “The main intent behind this idea was to put a spotlight around the fact that today, society tends to think one needs to be happy all the time. And that’s not the case. Having a range of emotions is normal and that’s all right.”
This is indeed a bold move from Burger King, especially in an era when mental health is still a taboo subject for many. However, utilizing its reach and influence, Burger King simply wanted to confront those who suffer from mental illness in silent, raising awareness and starting a healthy conversation. The fast-food chain realizes that silence is of no use.
According to a source, Burger King has also made a donation to Mental Health America, although the amount is unclear.
Melissa Blake said, “As someone who has battled mental health issues in the past, I applaud Burger King’s intention. People are talking, especially on social media, which means that the campaign is making an impact and is clearly a conversation we need to be having.” It is important to remember that the mental health issue is not a gimmick or a marketing ploy. It is a very complex issue and it is never easy to cope up with the issue. Conversations on mental health issues are never-ending, and Burger King has at least started a conversation to raise awareness.
