The banter between Burger King and McDonald's continues as Burger King took a dig at McDonald's Happy Meal by rolling out a set of burgers to express a series of other emotions. As part of its #FeelYourWay campaign, Burger King unveiled an ad saying "No one is happy all the time. And that's OK" while launching a menu of Blue Meal, Yaaas Meal, Pissed Meal, Salty Meal, and DGAF Meal.
This is part of a partnership with Mental Health America to launch these "unhappy meals" in select cities for a month. In line with Mental Health Awareness month in May, the campaign name #FeelYourWay is also a word play of Burger King's former slogan “Have it your way".
The ad on YouTube features individuals in various settings going about their daily activities, starting with a man saying no one wakes up happy and some feel sad, scared and crappy. The video takes viewers through different emotions and scenarios such as a young girl who had her locker vandalised with the word "skank" and a woman cursing at her boss for firing her.
The spot continues to feature a student in despair over outstanding student loans, a young man who was "ghosted" on his date and feels that he will end up alone in life, and a young lady judged for being too young to raise a child. Published two days ago, the ad garnered over 230,000 views at the time of writing. The menu will only be available in Austin, Seattle, Miami, Los Angeles and New York City.
The previous time Burger King poked fun at competitor McDonald's was when the latter lost the “Big Mac” trademark. Burger King surprised consumers with a new menu called “Not Big Macs” for a limited period of time, containing product names that were inspired by feedback regarding McDonald’s Big Mac.
Some of these include, “Big Mac-ish but flame-grilled of course”, “Like a Big Mac but actually big”, “The burger Big Mac wished it was”, “Kind of like a Big Mac but juicier and tastier” and “Anything but a Bic Mac”. The rivalry between both the fast food giants is not only contained within Europe.
Just last month, McDonald’s Singapore unintentionally invited a fair bit of criticism from members of the public, as excited netizens took to the internet to share their rather disappointing experiences with the salted egg yolk loaded fries item.
While many commented that the product doesn’t taste like what “salted egg yolks” should, Burger King snuck in a witty comment. The King cheekily threw shade at its competitor, while promoting its own product on a netizen post. It said, “We know, the clown did it again. Yet another blunder. Here at Burger King, we never mess with our fries. That is why you should totally get our Cheesy Fries for only SG$2.50”.