For the Mental Health Awareness Month in May, Burger King created a campaign centered around 'Real Meals,' which are boldly colored boxed meals that let customers order based on how they feel that day. As part of the campaign, Burger King takes a jab at an iconic product by a competing fast food chain and acknowledges that "No one is happy all the time." The Real Meals that can be ordered from Burger King include the Pissed Meal, Salty Meal, Blue Meal, YAAAS Meal and DGAF Meal, each of which is tied to a different emotional state.
In partnership with Mental Health America, Burger King is shedding light on mental health awareness and is even going as far to change its tagline for the campaign from "Have It Your Way" to "Feel Your Way."
Mental Health Meal Boxes
Burger King's 'Real Meals' Support Mental Health Awareness Month
Trend Themes
1. Mental Health Awareness Campaigns - There is potential for other companies to follow Burger King's lead and create their own mental health awareness campaigns in order to increase public awareness and promote well-being.
2. Personalization in Fast Food - Other fast food chains can take inspiration from the 'Real Meals' campaign and offer personalized meal options to their customers based on their current mood.
3. Support of Mental Health Charities - Businesses can explore opportunities to partner with mental health charities and donate a portion of their profits to support mental health research and initiatives.
Industry Implications
1. Fast Food - Fast food chains can explore ways to customize their menus based on their customers' emotions in order to increase customer satisfaction and drive sales.
2. Mental Health Services - There is potential for mental health service providers to partner with fast food chains and other businesses to promote mental health awareness and destigmatize mental illness.
3. Nonprofit Organizations - Nonprofits focused on mental health awareness and research can seek out partnerships with businesses to increase funding for their initiatives and promote their cause.