Burger King’s back at it again. Both a warrior for the ridiculous and social justice, BK has the advantage of being a QSR which allows flexibility in its marketing. They’re currently using their huge national platform in partnership with Mental Health America in a new campaign for Mental Health Month in May.

Mullen Lowe U.S. brought to life a new idea for BK to help promote mental health awareness called “Real Meals.” Launched on May 1st, they are designed to reflect people’s feelings, everything from blue to pissed off to salty. The five different “Real Meals” contain a Whopper, fries, and a drink. The actual boxes are only available at five restaurants total, in Austin, Seattle, Miami, Los Angeles, and New York City. Disappointing. Where’s Philly? Where’s everywhere else? Only five restaurants? Come on BK!

Either way, they’re accumulating a lot of buzz about this campaign. Check out a video they made below.

Social Awareness?

They’ve made big moves with their videos that raised awareness around net neutrality and the “WhopHer” campaign. This means that

they’re used to taking a stance – and receiving any backlash that follows their bold moves. 

This campaign is no exception. People are upset about BK addressing mental health in general and, some, about the tag line “#FeelYourWay.” I’ll admit, the tagline could be better. I understand the attempt of providing pemission to feel however you feel. It’s okay to be depressed and to express yourself. But, other actions must also follow so that the person doesn’t stay depressed or be consumed by negative emotions. BK, you have so much money and resources. You could do better. 

However, I love this campaign. It takes a creative jab at McDonald’s Happy Meals. It’s topical. It’s brave. It’s valiant. Some say they’ve gone too far; I say that they found something fantastic. While most responses are positive, even the negative criticism shows that they’re accomplishing the objective. BK’s positioning themselves as a champion for change and are effectively raising awareness for mental health.

Read more about the campaign here.
And, read about the criticism here.