Burger King looks to “reclaim the flame.”
Burger King has unveiled its new brand positioning and campaign, kicking off with a “modernized” tagline, “You Rule.”
Done in partnership with its creative agency OKRP, the refresh is part of the fast food brand’s “Reclaim the Flame” plan, which was announcedin early September. At that time the company said an investment of $400 million over two years aimed to “increase advertising firepower; drive higher quality restaurant enhancements and remodels; and support ongoing technology and digital investments.”
“You Rule” is the first campaign “to start reclaiming the brand’s rightful share of voice in terms of both media investment and relevancy,” it said in a release.
All of this includes a new take on Burger King’s 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,” added 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.”
Here is the classic “Have it Your Way” jingle from a 1974 commercial from Burger King.
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