Is it ethical for Burger King to use advertising that emphasizes negative emotions to sell its products?

Burger King recently launched “Real Meals” in select markets to deliver an important message about mental health. Real Meals come in five varieties, including a Pissed Meal (for when you’re mad) and a Blue Meal (for when you’re sad). The ads extend Burger King’s concept of letting customers have it their way to the idea that they should also feel their way. The campaign leveraged Burger King’s rivalry with competitor McDonald’s, which launched the Happy Meal in 1979, by noting that no one is happy all the time. However, Burger King’s objective was to increase visibility of issues related to mental well-being during Mental Health Awareness Month (May) and to donate a portion of sales to Mental Health America. It noted that social media may encourage people to appear happy and perfect; Burger King wants consumers to be themselves. Social media users reacted positively to the chain’s decision to include mental health in the social issues that it addresses. Other issues included the pink tax and net neutrality.