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Burger King’s ‘Real Meals’ Are Designed for People Who Aren’t Happy All the Time

May 1, 2019 MullenLowe

The Home of the Whopper is introducing “Real Meals” meant to match people’s moods. In a way, they’re polar opposite of competitor McDonald’s feel-good Happy Meals for kids. They acknowledge the fact that consumers aren’t “happy all the time” and are targeted toward customers who won’t necessarily get a lift from getting a toy with their burger and fries.

There’s the Blue Meal, for those feeling down; the DGAF Meal, for people who don’t care; the Pissed Meal, for angry eaters; the Salty Meal, for those a tad upset; and the YAAAS Meal. (Ok, so that last one is kind of a take on happy). Each of the five “Real Meals” comes with the same food: a Whopper, fries and a drink.

While they’re a fun idea, the meals also bring light to an important cause. The campaign breaks May 1 to coincide with the beginning of Mental Health Awareness Month, and BK says it partnered with Mental Health America on the effort.

Read the full article on Ad Age here.