New Brand Positioning is an Amplification of Have It Your Way that Celebrates Guests as the Royalty they Uniquely are
MIAMI–(BUSINESS WIRE)–Today, Burger King® unveils its new brand positioning and campaign, kicking off with its modernized tagline, “You Rule.” This work is part of the change Guests nationwide will experience as the brand implements its “Reclaim the Flame” plan, which was announced on Sept. 9. As part of this plan, a historic “Fuel the Flame” advertising co-investment agreement between BK® and its Franchisees was announced, and “You Rule” is the first campaign to start reclaiming the brand’s rightful share of voice in terms of both media investment and relevancy to Guests.
“You Rule” is a key part of the new Burger King brand positioning, and will impact every Guest touchpoint from traditional advertising to the in-restaurant experience. This campaign is the emotional articulation of “Have It Your Way” – “You Rule” is about celebrating everyday royalty, and puts the Guest at the forefront of everything the brand does. And, as an added nod to the powerful Burger King equity – it comes to life through a new take on the classic “Have it Your Way” jingle from the 1970s.
“In partnership with our new creative agency, OKRP, we’ve developed a simple and meaningful articulation of how Burger King celebrates our Guests. It embodies our purpose, embraces individuality, and elevates Have It Your Way – something our brand has always been known for – beyond pure product customization,” said Tom Curtis, Burger King North America President. “As with our entire Reclaim the Flame plan, we worked closely with our Franchisees on this new positioning over the last few months. This campaign celebrates our brand equities and delivers on our brand purpose: to relentlessly pursue a better experience for our Guest.”
“Advertising, at its best, is most relevant to people when you celebrate them first, not the brand. And that’s what we love about ‘You Rule’ – it invites people in with an approach that recognizes their world, not just sells them stuff,” said Tom O’Keefe, OKRP CEO. “We’re giving them permission to feel like winners, with Burger King as a small reward that makes their day a bit better. And let’s face it, the song is irresistible, whether or not you remember the old jingle – we’re hoping it’ll be the earworm you can’t shake off.”
About BURGER KING®:
Founded in 1954, the Burger King® brand is a global fast-food hamburger chain known for food quality and value as the only place guests can get the iconic flame-grilled Whopper® sandwich. The Burger King system operates more than 18,700 locations in more than 100 countries and U.S. territories. Almost 100 percent of Burger King restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. To become a member of our Royal Perks loyalty program, please visit www.bk.com/signup. To learn more about the Burger King brand, visit the Burger King brand website at www.bk.com or follow us on Facebook, Twitter, Instagram and TikTok.
ALISON BROD MARKETING + COMMUNICATIONS