News

Burger King using sadness as a marketing tool?

May 1, 2019

Burger King realizes that sometimes its customers can be a little moody, which is why the chain has launched meal boxes dubbed, Real Meals. They come in a variety of different moods, but "happy" isn't one of them, according to a company press release. The Real Meal moods include the Pissed Meal, Blue Meal, Salty Meal, YAAAS Meal and DGAF Meal, which customers may order when purchasing a Whopper meal.

With the pervasive nature of social media, there is so much pressure to appear happy and perfect, but Burger King hopes that the Real Meals will inspire customers to "feel their way," according to the release. It also partnered with Mental Health America on the campaign and selected May for launch as it is Mental Health Awareness Month.

A film to support the initiative launches today on YouTube.com/BurgerKing. Shot in 35mm, it takes look into the reality of feeling your way that's both empathetic and celebratory. The film also commemorates the classic "Have It Your Way" track from the 1970s BK commercials but with a modernized take on the track that abandons the shiny and happy and instead follows individuals staying true to themselves, according to the release. The chorus of "Have It Your Way" is swapped out with something a bit more revealing and authentic: "Feel Your Way."

Founded in 1954, Burger King operates more than 17,700 locations in more than 100 countries and U.S. territories.