Burger King trolls McDonald's in partnership with Mental Health America to bring awareness to Mental Health Awareness Month. The backlash was swift and snarky. As one YouTube comment said, "Because nothing says getting your life together like eating burger king." This was one of those too clever by half ideas. Especially considering fast food is some of the worst food you can eat.
Ordering a DGAF meal? A Pissed meal? A Salty meal? And a, um, Yaaas Meal? Sure. Go for it. Not like any of the meals are different because they are all the same no matter what so much the same that the whopper fries and drink or whatever comes in the same packaging. Those special boxes are only available in five total stores in five select cities (presumably the ones that need the most mental health including Austin, New York, Seattle, L.A. and Miami. So it's like they care enough to create a campaign about it but not enough to like, do much in store.
Unsurprisingly the woke burger campaign did not sit well with a lot of people who felt the work was pandering or making light of mental illness. My issue with it is that "creating awareness," feels like such a cheap way to get some chatter going. But what it's really saying is "We don't care what kind of mental state you are in, as long as you come in and spend money at our stores."
Congratulations for "starting a conversation," Burger King. Because what the world needs is mental health advice from a fast food company. Is shallowness a mental disorder?
Client: Burger King
Agency: MullenLowe
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