Burger King is catering to its customers' moods in its latest launch for Mental Health Awareness Month.
The intention of the boxes is to pair fast food with mental health awareness, Paul Gionfriddo, president and CEO of Mental Health America said in a statement.
"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," Gionfriddo said. "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.”
Burger King accompanied the launch on Wednesday with an ad campaign titled "#FeelYourWay."
A video posted to YouTube shows several people experiencing a myriad of emotions as they go through their day. Before a montage of all the boxes, text appears on the screen saying, "No one is happy all the time. And that's OK."
Burger King stated that the "pervasive nature of social media" causes "so much pressure to appear happy and perfect."
"A natural extension of encouraging people to 'be their way' is encouraging them to 'feel their way,' the fast food chain said in a press release.
"MHA believes we shouldn’t keep mental illness to ourselves, that there is power in sharing -- and that when you are struggling, there is hope," the mental health organization said in a statement.