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Burger King’s mental health promotion gets mixed reception

By on Friday, May 3, 2019

Hey would you like a side of depression with your Whopper? This ad should do it.

Burger King has rolled out a campaign ahead of Mental Health Awareness Month promoting a burger meals focused on “real” moods.

The “Real Meals” include the Blue Meal, Yaaas Meal and DGAF (Don’t Give a F—) Meal. They include a Whopper, french fries and a drink.

The campaign riffs off McDonald’s, Happy Meals – but if the comments on YouTube and Twitter is anything to go by, the stunt has had a very mixed reception.

Burger King is not the first brand to use mental health to sell stuff and won’t be the last.

Customers, who are becoming increasingly cynical about social purpose driven marketing, have called out the food giant for the implausible, tenuous link between the cause, the brand and the spin-off product.

Here’s a handful of the Twitter reactions;

Others were angry about other things…

BK weren’t the only brand to get into hot water today. M&S got called out for rainbow-washing.

M&S has launched a LGBT sandwich for Pride, taking a BLT, adding guacamole to get LGBT.

M&S is donating £10,000 to the Albert Kennedy Trust (akt), the national LGBTQ+ Youth Homelessness charity organisation.

As Mark Ritson once eloquently put it “Do customers want purpose-filled brands? Sometimes. In some categories. Depending on how it is done. A lot of the time they don’t give a fuck.”

 

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