Burger King understands that no one is happy all the time. Their latest campaign which is called the Real Meal Campaign lets you order a Whopper meal based on how you are feeling. With Burger King’s Real Meal campaign, they take a jab at McDonald’s famous Happy Meal while also honouring different ranges of human emotion.
About Burger King’s Real Meal Campaign
With the campaign, Burger King is encouraging its customers to order a Whopper meal based on how they are feeling. The Whopper meals are served in new boxes dubbed “Real meals.” Burger King’s Real meals come in a variety of different moods and in a further jab at McDonald’s happy isn’t one of such moods. There are 5 different moods represented in Burger King’s Real meal, they are Pissed Meal (for when you’re mad), Salty Meal (for when you’re a little bitter), YAAAS Meal (for when you literally can’t contain your excitement), Blue Meal (for when you’re sad),) and DGAF Meal (for when you really couldn’t care less about anything). The meals would only be available in select locations in Seattle, Miami, Los Angeles, New York City and Austin, Texas.
The campaign goes beyond shading its rival McDonalds, it’s tied to an important cause and aims to shine a light on an important issue. The month of May is Mental Health Awareness Month and Burger is partnering with Mental Health America on the campaign. With the pervasive nature of social media, there is a lot of pressure to always appear happy and perfect. The campaign aims to encourage and celebrate people being themselves and feeling how you want to feel. According to the fast food brand, a natural extension of encouraging people to be their way is to encourage them to feel their way. This campaign is trying to do just that.
Burger King Releases Spot to Support its Real Meals Campaign
Burger King’s Real Meal campaign also involves the release of a spot called Feel your way. The spot is shot in 35mm and takes a look into the reality of feeling your way. It does this in a way that’s both empathetic and celebratory. The spot also celebrates the classic Have It Your Way track from the 1970s Burger King commercials. The track is modernized and abandons the happy version theme and instead encourages people to stay true to themselves.