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Burger King wants you to know that you can feel that your mindset is something other than "happy" is acceptable.
To promote this message, the fast food chain launched its "Real Meals" campaign, which coincides with Mental Health Month and is an obvious milestone at McDonald's Happy Meals.
An advertisement (see clip below), which debuted on social media on Wednesday, shows people – mostly millennials and younger – expressing different states of mind that do not necessarily fall into the "happy" category. ". ("I can not believe my student loan," says a rhyming man, "I never leave my parents' house.")
"Nobody is always happy," he said, inviting viewers to visit the Mental Health America website, a non-profit organization. "And it does not matter."
The Real Meals selection, which is a collaboration with Mental Health America, includes the "blue" meal, the "yaaas" meal, the "DGAF" meal, the "salty" meal and the "edgy" meal. Customers get a Whopper, fries and a drink.
But the launch of the campaign – dubbed "Feel Your Way" – drew criticism that intensified on Thursday.
Many opposed the commodification of mental illness and the company's decision to equate depression issues with a colorful fast food box. Others have simply roasted the concept.
Here is just a sample of the reactions and mockery that followed.
Have a tip? Amy Kuperinsky can be reached at [email protected]. Follow her on Twitter @ AmyKup Or on Facebook.
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