A new Burger Kings advertising campaign is targeting the most recognizable position of its main rival McDonald’s – Happy Meal. The creative team of the “King of Burgers” decided to use this position in its own way and thus reach the Millennials. The name for the action came up with the appropriate – Real Meals. This group includes – Blue Meal (if a bad mood), DGAF Meal (if you just do not care), Pissed Meal (if anger does not give rest), Salty Meal (if upset) and YAAAS Meal (for an extreme case).
The campaign is timed to a month of mental health awareness.