The McDonald's Happy Meal has been a part of our food culture for as long as most of us can remember.
In a new partnership with Mental Health America, however, Burger King has decided to release a new set of meals that both raise awareness of mental health issues and take a not-so-subtle swipe at their largest competitor.
During May, at select locations, Burger King will be selling an assortment of "Real Meals" in honor of Mental Health Awareness Month.
These meals include the "Pissed Meal, Blue Meal, Salty Meal, Yaaas Meal and DGAF (Don't Give a F---)".
Most Twitter users, however, were less than thrilled about the campaign, which they saw as a ham-fisted marketing tool.
Each "real meal" comes in a box designed to match its label and includes a "Whopper sandwich, french fries and a drink."
Burger King release a statement Wednesday, saying:
"Burger King restaurants 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 meals obviously serve a dual purpose.
While they do a good job of acknowledging mental health, they're also a clear jab at McDonald's.
In a new ad, Burger King said:
"No one is happy all the time. And that's OK."
Though Burger King's catch-phrase is normally "have it your way," the ads also swap this out for a slightly more appropriate, "feel your way."
In their ads, the restaurant claims the meals take an "intimate and raw look into the reality of feeling your way."
Paul Gionfriddo, President of Mental Health America, commented to NBC:
"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 (when someone has severe symptoms)."
Some Twitter users were more approving of the campaign.
Gionfriddo is glad Burger King has stepped up to become part of the conversation.
"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."
The meals will be available during May in "Austin, Seattle, Miami, Los Angeles and New York City."
