Burger King unveils new brand update to ‘Have it Your Way’Burger King unveils new brand update to ‘Have it Your Way’

Joanna Fantozzi

Burger King announced a new advertising campaign in partnership with creative agency, OKRP — “You Rule — that focuses on people and personalized experiences. The advertising campaign’s impact will be felt across multiple channels, from commercials to in-store experiences and is part of the “Reclaim the Flame” plan: a collaboration between Burger King and its franchisees to drive performance growth.

The “You Rule” campaign will be rolling out on Oct. 10, and the brand describes it as an “emotional articulation,” as well as an update on the iconic “Have It Your Way” jingle that was launched in the 1970s and has stayed a relevant pop culture moment today.

“We’ve developed a simple and meaningful articulation of how Burger King celebrates our Guests,” Tom Curtis, Burger King North America president said in a statement. “It embodies our purpose, embraces individuality, and elevates ‘Have It Your Way’ – something our brand has always been known for – beyond pure product customization.”

The commercials feature an original hip-hop-style jingle, classic Burger King color schemes and logos, and a lyric that is a nod to the “Have it Your Way” Burger King slogan. The overall vibe of the ads is nostalgic: a marketing direction that many foodservice brands have taken lately to pull in Millennial and Gen X customers who remember classic commercials from their childhoods.

“Advertising, at its best, is most relevant to people when you celebrate them first, not the brand,” Tom O’Keefe, OKRP CEO said in a statement. “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. […] 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.”

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