Not Feeling Happy? Burger King Creates ‘Real Meals’ for More Complicated Emotions

'Pissed Meal,' 'DGAF Meal' and more highlight Mental Health Awareness Month

different colored Burger King Boxes are lined up; The top of the image says
The temporary lineup includes Pissed Meal, YAAAS Meal, DGAF Meal, Salty Meal and Blue Meal. Burger King
Headshot of Shannon Miller

The relationship between mental health and food is incredibly delicate and often times exacerbated by temptation, stress and fatigue. It can also function as a balm, providing a temporary moment of healing when we’re feeling particularly vulnerable.

That could be why food, in many instances, is culturally used as a method of cheering up or healing. But the reality is that even the most satisfying meal isn’t going to cure someone who is fundamentally sad, angry or even lethargic. In a new campaign for Mental Health Awareness Month, which is in May, Burger King and Mental Health America want to make it clear that nobody is happy all the time, and that’s OK.

For this month only, Burger King is offering the Real Meal. Select locations will offer guests who purchase the Whopper meal the option to grab a box that closely matches their current mood: Pissed Meal, Blue Meal, Salty Meal, YAAAS Meal and DGAF Meal. For reasons that should be obvious, “Happy” is not option.

To announce the limited event, the burger giant partnered with agency MullenLowe U.S. for the short musical film called #FeelYourWay, which reimagines their classic ’70s theme “Have It Your Way” as a realistic call to feel whatever feels most authentic at that time.

#FeelYourWay is designed to help destigmatize conversations around mental health. Anxiety disorders are the most common form of mental illness in the United states, affecting 40 million adults. 332 million people worldwide live with depression.

While it’s understandable why some tell those dealing with anxiety or depression to simply “choose happiness”—poor mental health isn’t exactly comfortable—asking someone to perform happiness actually causes more harm than good. The most effective way to combat that is to give those struggling with mental health the space to feel “blue” (or sometimes salty, if applicable) and assure them that support is available.

Client: Burger King
Global Chief Marketing Officer, Burger King: Fernando Machado
Head of Global Brand, Burger King: Marcelo Pascoa
Head of Marketing, Burger King North America, Renato Rossi
Advertising, Media and Communications, Burger King North America: Diego Suarez
Media, Traditional, Digital and Social, Burger King North America: Jorge Oliveira
Social Media and Digital Marketing, Burger King North America: Flavia Guetter
Advertising and Merchandising, Burger King North America: Nicole Alevizos
Advertising, Burger King North America: Liza Keller
Media, Traditional and Digital, Burger King North America: Madeline McDermott
Agency: MullenLowe US
Chief Creative Officer: Mark Wenneker
Executive Creative Director: Tim Vaccarino
Executive Creative Director: Dave Weist
Executive Creative Director: Scott Hayes
SVP, Group Creative Director: Scott Stripling
SVP, Creative Director: Enrique Camacho
SVP, Creative Director, Digital and Social: Dustin Johnson
Associate Creative Director: Jennifer MacFarlane
Associate Creative Director: Cody Dummer
Director of Integrated Design: Michael Molinaro
Associate Creative Director: Allison Hughes
Sr. Copywriter: Tara Nelson
Art Director: Britney Drotleff
Copywriter: Vanessa deBeaumont
SVP Executive Director of Integrated Production: Lisa Setten
SVP, Head of Integrated Production: Zeke Bowman
VP, Executive Producer: Brian Smith
Sr. Producer: Vera Everson
VP, Director of Art Production: Tracy Maidment
Director of Print Production: Aidan Finnan
Content Producer: Abbey Daniel-Green
Animator: Ryan Dight
Animator: Andrew Lee
Sr. Photographer: Erika LaPresto
Digital Imaging Supervisor: Nick Bleil
Sr. Digital Imaging Artist: Alex Abdalian
Senior Production Artist: Nat Novak
VP, Group Strategy Director: Mike Cassell
Social Content Writer: Arielle Mulgrew
Senior Business Affairs Manager: Amy Keddy
Sr. Project Manager: Kelly Benson
Project Manager: Tia Coulter
VP Account Director: Kerry McKibbin
Account Supervisor: Alison Whisenant

Sr. Account Executive: Caroline Bailey
Account Executive: Leila Chee

Production Company: Missing Pieces
Director: Jared Knecht
Editorial: Friendshop
Editor: Alex Pirrone
Assistant Editors: Lauren Hayes & Josh Nowlan
Motion Graphics: Rebecca Bolde
Managing Director/Executive Producer: Melissa Mapes
Producer: Laura Shackleford
Color: MPC NY
Colorist: James Tillett
Color Producer: Jenna Gabriel
VFX supervisor: Rob Walker
Compositor: David Anger
Producer (VFX): Carlos Zalapa
Original Music: Butter Music & Sound
Managing Director: Ian Jeffreys
Composer/ECD: Tim Kvasnosky
ECD, Butter: Aaron Kotler
CCO, Butter: Andrew Sherman
Audio Post: Sound Lounge NY
Sound Design/Mixer: Tom Jucarone
Producer: Alicia Rodgers

Shannon Miller is a writer, podcast creator and contributor to Adweek.