Burger King has copped flak from netizens for "capitalising off" of mental health awareness month and using this opportunity to take a dig at McDonald's at the same time.
This comes days after Burger King unveiled its #FeelYourWay campaign in partnership with Mental Health America with takes a jab at the McDonald's happy meal. The campaign is accompanied by an ad which ends with, "No one is happy all the time. And that’s OK” while rolling out a menu of Blue Meal, Yaaas Meal, Pissed Meal, Salty Meal, and DGAF Meal.
Unfortunately, Netizens were outraged at the fast food chain for missing out on what mental health was really about. Some netizens said the idea was "crass and does nothing to help the mental health crisis". One particular netizen questioned if Burger King will be donating part of its revenue earned in the month of May to a mental health organisation.
amazing! way to capitalize off of mental health awareness month! shoulda just stuck to making burgers!
— amanda (@amandaashafer) May 3, 2019
— Virginia Rice (@ArmyMom101) May 4, 2019
This will go down in the history of terrible marketing ideas. It’s crass and does nothing to help the mental health crisis. Who would want this? So disgraceful. Even for Burger King.
— Miss Kris (@moorenewz) May 2, 2019
Seemingly making light of something that is more than “pissed” kinda misses what mental health is about.
— ?Beloved Brands? (@BelovedBrands) May 2, 2019
Offering a Pissed Meal and the DGAF Meal in an attempt to call attention to mental illness, and as am alternative to McDonald's Happy Meal?
Epic fail of an idea.
— I Brake For Leakers (@bitterflie) May 2, 2019
— Jake Symons (@jakeswrites) May 3, 2019
While there are a handful of negative remarks over the ad, there were others who were appreciative of Burger King's efforts. On Twitter, a netizen said she applauded the approach and said it brings awareness and makes discussion mainstream around mental health. A couple of other users called the ad "genius marketing" and that this "honest ad" describes the term "eat your feelings". Burger King has not responded to the backlash for its campaign.
This is the second time Burger King has faced backlash from netizens of an ad. Earlier in April, Burger King New Zealand was called out by netizens for its new ad promoting a new Vietnamese burger. Posted on Instagram, the sponsored ad features people struggling to eat a burger with huge chopsticks. Several netizens were outraged at the fast food giant mocking the Asian community for a burger promotion. This prompted Burger King to pull the ad from its social media platforms following the online outrage and also apologised for the "insensitive" ad.