Oh, McDonald's Is Not Going to Like This

Burger King wants you to have it your way—no matter your mood. The fast-food chain is celebrating Mental Health Awareness Month by offering so-called "Real Meals" like the Blue Meal (sad), Salty Meal (bitter), YAAAS Meal (excited), Pissed Meal (mad), and DGAF Meal (Don't give a f***), CBS News reports. The boxed meals will include a Whopper sandwich, drink, and fries. But unlike McDonald's "Happy Meals," these offer no toy. "No one is happy all the time," says a Burger King ad in an obvious jab at its rival. "And that's OK." The May special is rolling out in a few American cities including Miami, Austin, Los Angeles, New York, and Seattle, per NBC News.

"While not everyone would think about pairing fast food and mental health, [Mental Health America] believes in elevating the conversation in all communities in order to address mental illness Before Stage 4," says Paul Gionfriddo, president of MHA, which partnered with Burger King for the campaign. Stage 4 is the most severe stage of mental-health symptoms, which the MHA calls persistent and life-threatening. CNN notes that Burger King has "a history of flashy stunts" like this, including a recent Whopper "fast lane" to criticize President Trump's move to roll back net neutrality rules. It's also no surprise they target McDonald's, the fast-food market king. McDonald's is yet to respond. (Burger King recently tested an unusual Whopper feature.)