Burger King recently launched Real Meals in select markets to deliver an important message about mental health. Real Meals come in five varieties, including a Pissed Meal (for when youre mad) and a Blue Meal (for when youre sad). The ads extend Burger Kings concept of letting customers have it their way to the idea that they should also feel their way. The campaign leveraged Burger Kings rivalry with competitor McDonalds, which launched the Happy Meal in 1979, by noting that no one is happy all the time. However, Burger Kings objective was to increase visibility of issues related to mental well-being during Mental Health Awareness Month (May) and to donate a portion of sales to Mental Health America. It noted that social media may encourage people to appear happy and perfect; Burger King wants consumers to be themselves. Social media users reacted positively to the chains decision to include mental health in the social issues that it addresses. Other issues included the pink tax and net neutrality.

1. Q 1. What challenges might Burger King face if it chose to take this campaign global?

• Q2. Is it ethical for Burger King to use advertising that emphasizes negative emotions to sell its products?