Burger King takes on McDonald's with a range of 'unhappy' meals

Hayley Williams Burger King

Burger King takes on McDonald's with a range of 'unhappy' meals

Burger King has introduced a range of mood-themed meal deals because "no one is happy all the time".

"With the pervasive nature of social media, there is so much pressure to appear happy and flawless", Burger King said in a statement provided to USA Today.

Burger King's new "Real Meals" offer you the chance to eat in whichever mood you're feeling at any particular time.

In the past, the Miami-based burger chain has released a beef-scented cologne, rolled out a food truck, and featured its mascot King in bed with people, staring at people, and generally acting very creepy.

The Burger chain emphasized that with the onslaught of social media, people have a desire to look and feel happy and ideal. On the inside Real Meals look like your standard Whopper, fries and a drink offering, but it's the outside that says it all. Playing off of the "I'm not sure who needed to hear this today" meme, Burger King challenges their customers to #FeelYourWay and choose the meal that best corresponds to how you feel that day.

The company partnered with the non-profit organization Mental Health America to promote the "overall mental health of all Americans".

The Takeout's Allison Shoemaker called the "Real Meal" campaign "Burger King's latest publicity gimmick".

According to the press release, the Real Meals boxes are available while supplies last.

The idea behind the campaign is to convey the idea that "no one is happy all the time", encouraging customers to celebrate "being yourself" and feeling "however you want to feel".

Even though fast food joints are often decorated with bright colors and smile graphics, their corporate strategy inherently involves guilt- and comfort-eating (it's why they always play sad pop songs and ballads in burger joints).

It's not unusual for fast food rivals to go after McDonald's in their marketing: McDonald's is the market leader.

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