Burger King lets ‘You Rule’ tagline shine in brand reboot, campaign

Ads support first campaign in Reclaim the Fame plan; Have It Your Way’ theme song also updated

Burger King launched a revamped tagline and campaign today, following a new brand positioning for the QSR brand. The new tagline, “You Rule,” will be evident as the burger chain launches its “Reclaim the Flame” plan, announced September 9.

The plan includes an investment of $400M in the brand over the next two years. A total of $150M in advertising and digital investments will “Fuel the Flame.” In addition, a $250M investment will spark a “Royal Reset” in technology, equipment and design. Primarily, restaurant technology, kitchen equipment, building enhancements, and high-quality remodels & relocations will become part of the reset. The program benefits franchisees by enhancing their ongoing investments to modernize the restaurant portfolio.

The first campaign, “You Rule,” will roll out as a co-investment between Burger King and its franchisees. “You Rule” will reclaim the brand’s “rightful share of voice in terms of both media investment and relevancy to Guests,” the Miami-based franchise said in a statement. Burger King executives note that when combined with BK’s brand re-positioning plan, menu enhancements and focus on operational excellence, the investments will help improve the guest experience and drive traffic to the stores.

In this evolution, the modern tagline is an “emotional articulation” of “Have It Your Way.” What “You Rule” does, Burger King noted, is to celebrate everyday royalty by putting the Guest front and center of the totality of the brand’s actions. Even the 1970’s jingle has been reformulated in this brand reboot.

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“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.”

Related video: Burger King You Rule tagline is prominent in new video showing updated ‘Have It Your Way’ theme song

“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, chief executive of OKRP. “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.”

Founded in 1954, Burger King operates and franchises more than 18,000 locations in 100+ countries and territories.

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