It would appear Burger King’s attempt to play the social good route has backfired, after a campaign promoting mental health awareness was roundly condemned.
As reported on B&T on Friday, Burger King in the US collaborated with Mental Health America to launch an initiative that shone a light on young people suffering depression, anxiety and bullying.
The work of creative agency MullenLowe, the campaign featured a two-minute long TVC and actual meal boxes called “Real Meals” (an apparent play on McDonald’s Happy Meals) that included “Blue”, “Yaaas”, “Pissed”, “Salty” and “DGAF” (Don’t give a f@ck).
But it appears the burger giant’s admirable attempt to draw attention to youth mental health issues has backfired and, instead, it has been roundly condemned via social media to use depression to flog burgers.
Others have pointed out the direct link between poor diet, fast food and mental health issues. While former employees have called out the spot’s hypocrisy given the poor working conditions, long hours and minimum salaries offered to its restaurant workers.
Check out some of the Twitter rage below: