May is the Mental Health Awareness Month, and like every year big brands are thinking up ways to join in on the mental illness conversation while trying to sell their products. This year, Burger King has started the conversation. The fast-food chain on Thursday launched “Real Meals”, which match a customer's food selection to their temperament. Throwing some shade at McDonald's and its Happy Meals, the packaging by Burger King comes in five moods: a‘Pissed Meal,’‘ a Blue Meal’, ‘a Salty Meal,’‘ a YAAAS Meal’ and ‘a DGAF Meal.’ However, the meals can be ordered from the selective US Burger King chains only, which includes a flame-grilled Whopper sandwich, chips, and a drink till the end of May.

The campaign also features a short film, titled “#FeelYourWay” that showcases several individuals experiencing various situations that heighten their emotions, such as being verbally abused at school and being judged as a single mother."Not everybody wakes up happy. Sometimes you feel sad, scared, crappy. All I ask is that you let me feel my way," one of the actors says in the film— over in all asking people to mind their own business and let them feel how they want to, without being judged or facing ridicule.

The campaign has been received with mixed reviews as some experts are enraged and accused the brand of trivializing the complexities and monetizing on an issue as serious as mental health. But the campaign has been mostly applauded destigmatizing the conversations around mental health and focusing on the pervasive nature of social media and the pressure to appear happy and perfect every time.

So, hold on tight, as we’re only six days in and Burger King has done its part, let us see what other brands are coming up with!