The campaign coincides with Mental Health Awareness Month. Source: Burger King
The campaign coincides with Mental Health Awareness Month. Source: Burger King

Burger King’s dig at Macca’s happy meals

Fast-food giant Burger King has taken a cheeky swipe at its golden arched rival McDonald's for a very serious cause.

The Hungry Jacks' US parent chain has released its take on the golden arches' famed happy meals to coincide with Mental Health Awareness Month in May.

Also served in a box, the "real meals" range is said to raise awareness of people's realistic emotions with the slogan "no one is happy all the time".

Burger King takes on McDonald's with release of new 'unhappy' meals. Source: Burger King
Burger King takes on McDonald's with release of new 'unhappy' meals. Source: Burger King

Almost identical to the McDonald's version, the box contains a Whopper burger, french fries and coke. The range comes in a variety of themed options, including Blue Meal, Salty Meal, Yaaas Meal, Pissed Meal and DGAF (Don't Give a F**k) Meal.

"Burger King restaurants understands that no one is happy all the time," the company said in a statement.

"That's why they're asking guests to order a Whopper meal based on however they might be feeling,"

The fast-food chain released a commercial on YouTube to advertise the campaign, which features a version of Burger King's 1970s jingle replacing "have it your way" with "feel your way".

The commercial features a range of "real" people, including a man depressed sitting in a room, a bullied schoolgirl, a woman who has seemingly been sexually assaulted at work, a young single mother and a man crippled by student loans.

It's not the first time the two fast-food giants have gone head-to-head, with many promotional campaigns poking fun at one another and mixing up their menus to stay on top of trends.

Just last month, Hungry Jacks released a vegetarian Whopper, while McDonald's added a meatier burger to its breakfast selection last year.

The latest campaign is a collaboration with Mental Health America (MHA), the group's chief executive Paul Gionfriddo saying he was pleased with the partnership.

"While not everyone would think about pairing fast food and mental health, MHA believes in elevating the conversation in all communities in order to address mental illness before stage 4 (symptoms of severe mental health)," he said in a statement.

"By using its internationally known reputation to discuss the importance of mental health, Burger King is bringing much-needed awareness to this important and critical discussion - and letting its customers know that it is OK to not be OK."

The limited-edition range of "real meals" will only be available at a selection of stores in US cities until supplies are sold.

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