Burger King has unveiled a tagline, “You Rule”, as part of its “Reclaim the Flame” plan, announced on Sept. 9, according to a press release.
As part of the 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 share of voice in terms of both media investment and relevancy to guests. Burger King set new lyrics to its 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,” Tom Curtis, Burger King North America president, said in the release. “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,” Tom O’Keefe, OKRP CEO, said in the release. “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.”
The campaign rolls out Oct. 10.
Burger King operates more than 18,700 locations in more than 100 countries and U.S. territories.