The fast-food chain is switching to “You Rule,” which is described as an “emotional articulation” that puts customers at the forefront of every touchpoint. As part of the updated brand message, Burger King is releasing a new commercial that puts a hip hop spin on the “Have it Your Way” jingle from the 1970s. The campaign will roll out nationwide starting October 10.
“It embodies our purpose, embraces individuality, and elevates Have It Your Way—something our brand has always been known forbeyond pure product customization,” Tom Curtis, Burger King North America president, said in a statement. “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.”
For more than a year, Burger King indicated a turnaround strategy was on the horizon. Specificity of those plans was revealed September 9, including $400 million to be spent in the next two years—$150 million on advertising and digital channels, and $250 million on technology and physical restaurant upgrades. Franchisees, which make up 93 percent of the system, agreed to co-invest with advertising dollars.
The overall goal is to attract a younger, diverse customer base. The chain will place $120 million in its advertising fund in the next two years—a 30 percent annual bump. After 2023 and 2024, participating operators will increase their ad fund contribution by 50 basis points through 2028 if profitability goals are met.
The rebranding was completed in partnership with new creative agency OKRP, a partnership formally announced in April.
“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,”OKRP CEO Tom O’Keefe said in a statement. “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.”
In addition to marketing firepower, Burger King is spending $50 million toward a 3,000-unit refresh program, $200 million toward remodeling, and $30 million toward its digital business. The menu will invest more in premium branding. Within this change, the chain quietly switched out its Ch’King Sandwich for the Royal Crispy Chicken Sandwich to promote a simplified menu and improved operations.
The company announced a change in Burger King's tagline, from “Have it Your Way” to “You Rule.” It rolled October 10, marking the chain's first significant commercial campaign under Reclaim the Flame.
Burger King's "Have It Your Way" campaign has been one of the most iconic marketing campaigns in the fast food industry. Launched in 1973, the campaign aimed to personalize the fast food experience, allowing customers to customize their orders to their liking.
Instead of focusing on the product and purchase itself, BK pivoted to a focus on the consumer. Its latest "Reclaim the Flame" advertising plan takes this to the next level, ditching "Have it Your Way" once more in favor of a more consumer-focused slogan that emphasizes self-empowerment.
The singer is actually Will Crown, the musician behind Crown and the M.O.B. In an interview with Kiss 92.5, Crown stepped forward as the person behind the jingle, which focused on Burger King's Whopper meal. According to the rapper, his involvement in the ad campaign was happenstance.
' The first marketing campaign of Burger King's $400 million comeback plan involves modernization of its classic tagline, “Have it Your Way.” The fast-food chain is switching to “You Rule,” which is described as an “emotional articulation” that puts customers at the forefront of every touchpoint.
(Chorus) Have it your way, have it your way!At Burger King, eat at Burger King! The jingle was used for several years in the 1970s, and has been modified several times and reused: during the 1980s the phrase at Burger King today was added at the end of the song.
Burger King put a scare into McDonald's in the mid-1970s with a catchy jingle backed by one of the most successful taglines in advertising history—“Have it Your Way,” a nod to the chain's willingness to customize orders, unlike its larger rival.
Burger King was founded in 1953 in Jacksonville, Florida, as Insta-Burger King by Keith J. Kramer and his wife's uncle, Matthew Burns. Their first stores were centered around a piece of equipment known as the Insta-Broiler, which was very effective at cooking burgers.
With the famous "Have It Your Way" slogan, Burger King consistently aimed to engage consumers in unique ways. On the other hand, McDonald's, with its iconic slogans like "I'm Lovin' It," focused on emotional connections with changing consumer preferences.
The Miami based advertising firm of Crispin Porter + Bogusky (CP+B) took over the advertising account of Burger King on January 27, 2003. They began using a caricatured variation of the Burger King character from the Burger King Kingdom advertising campaign, now simply called "the King".
In 2021, Burger King changed its logo under the guidance of Jones Knowles Ritchie to a flatter, modern version of the 1994 logo. The wordmark was again written in red and placed between the orange buns.
The Whopper was created in 1957 by Burger King co-founder James McLamore and originally sold for 37 US cents (equivalent to US$4.01 in 2023). McLamore created the burger after he noticed that a rival restaurant in Gainesville, Florida was succeeding by selling a larger burger.
Back in the early '70s, the folks at Burger King developed an exceptionally successful ad campaign with the slogan, “Have It Your Way,” based on the fast-food chain's willingness to tailor orders to each individual's tastes and preferences.
: to do what one wants to do despite the desires, plans, etc., of other people. often disapproving. All right. Have it your way. I'm done arguing with you.
The brand was first known as Insta-Burger King as a reference to the Insta-Broiler, a cooking equipment that could simultaneously cook both sides of a burger. The logo was created in greyscale and presented the visual direction of the sun that could be interpreted as a half-bun.
Burger King will also add any condiment it sells upon request, as per its long-standing slogan "Have It Your Way". It is available with one, two or three beef patties and in a smaller version called the Whopper Jr, or without meat in a version called the Veggie Whopper.
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.
Introduction: My name is Nathanael Baumbach, I am a fantastic, nice, victorious, brave, healthy, cute, glorious person who loves writing and wants to share my knowledge and understanding with you.
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