Burger King roasts McDonald's with DGAF and other poorly served meals

The Burger King marketing team may have tasted some of the latest savory food from the fast food chain as it promoted its Mental Health Awareness Month.

"No one is happy all the time," said Burger King on Wednesday, unveiling his Real Meal boxes, which "come in a variety of atmospheres – and happy is not one of them", apparently Is it good at McDonald's, Happy Meal.

Customers can order their Whopper, fries and drinks in a colorful Pissed, Blue, Salty, DGAF or YAAAS box at locations in Los Angeles, New York, Austin, Seattle and Miami, while supplies last.

The link with mental health awareness is also part of an advertising trend.

"We see [quick serve restaurants] take more and more marketing risks to find cultural relevance and attract attention across social media spheres, especially in response to the movements of their competitors, "Corey Chafin, director of the consumer consulting firm and in retail, AT Kearney, tells Fortune by email. From Dunkin Donuts 'shameless recent reaction to Donut Sticks' outing at McDonald's to Wendy's well-known daring in social media, Burger King's provocative Real Meals promotion only adds to this list . "

Although Real Meal may seem devious to its rival, Burger King did not present it this way. The new campaign, in partnership with Mental Health America, is a "natural extension" of its brand's traditional messaging, the fast food chain announced. This is illustrated in her new ad, below, which adapts her clbadic "Have It Your Way" jingle to the lyrics: "Feel Your Way".

"It is essential that these messages are executed with care and authenticity," said Chafin. "Although potentially controversial, a positive reception is generally achieved, especially among millennials who are increasingly looking for relevant value-based brands rather than focusing exclusively on value."

As can be expected with any promotion, there has been a mixed response on Twitter. Some consumers praised the company for educating its users about mental health.

And others were laughing.

Critics have questioned the sincerity of Burger King's efforts in the field of mental health, beyond creating a campaign of trends, particularly in terms of resources for his workers.

Although Burger King declined to comment on this article, he noted in a press release, "Because of the pervasive nature of social media, there is so much pressure to look happy and perfect."

Mental Health America President and CEO Paul Gionfriddo, however, congratulated Burger King in a statement, noting that the company "urgently sensitized this important and critical discussion – and informed its clients [it] is OK to not be OK. "