Burger King – Have it Your Way

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.
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.

“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.”