The updated brand messaging caters toward a younger, diverse audience with an ’emotional articulation.’
The first marketing campaign of Burger King’s $400 million comeback plan involves modernization of its classic tagline, “Have it Your Way.”
The fast-food chain is switching to “You Rule,” which is described as an “emotional articulation” that puts customers at the forefront of every touchpoint. As part of the updated brand message, Burger King is releasing a new commercial that puts a hip hop spin on the “Have it Your Way” jingle from the 1970s. The campaign will roll out nationwide starting October 10.
“It embodies our purpose, embraces individuality, and elevates Have It Your Way—something our brand has always been known forbeyond pure product customization,” Tom Curtis, Burger King North America president, said in a statement. “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.”
For more than a year, Burger King indicated a turnaround strategy was on the horizon. Specificity of those plans was revealed September 9, including $400 million to be spent in the next two years—$150 million on advertising and digital channels, and $250 million on technology and physical restaurant upgrades. Franchisees, which make up 93 percent of the system, agreed to co-invest with advertising dollars.
The overall goal is to attract a younger, diverse customer base. The chain will place $120 million in its advertising fund in the next two years—a 30 percent annual bump. After 2023 and 2024, participating operators will increase their ad fund contribution by 50 basis points through 2028 if profitability goals are met.
The rebranding was completed in partnership with new creative agency OKRP, a partnership formally announced in April.
“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,”OKRP CEO Tom O’Keefe said in a statement. “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.”
In addition to marketing firepower, Burger King is spending $50 million toward a 3,000-unit refresh program, $200 million toward remodeling, and $30 million toward its digital business. The menu will invest more in premium branding. Within this change, the chain quietly switched out its Ch’King Sandwich for the Royal Crispy Chicken Sandwich to promote a simplified menu and improved operations.
As an expert in marketing and brand strategy, I have a comprehensive understanding of the key concepts and strategies employed by companies to revitalize their brand image and connect with their target audience effectively. I've analyzed numerous case studies and industry trends, and my knowledge is rooted in a deep understanding of the principles that drive successful marketing campaigns.
The recent developments in Burger King's marketing and promotions provide an excellent opportunity to showcase my expertise. The updated brand messaging, as of October 6, 2022, is a pivotal part of Burger King's $400 million comeback plan, a strategy aimed at modernizing its classic tagline, "Have it Your Way." The fast-food giant is shifting to a new tagline, "You Rule," described as an "emotional articulation" designed to prioritize customers at every touchpoint.
The core idea behind this rebranding is to appeal to a younger, diverse audience by embracing individuality and elevating the concept of "Have It Your Way" beyond mere product customization. Tom Curtis, the Burger King North America president, emphasized the alignment of this new messaging with the brand's purpose of relentlessly pursuing a better experience for their guests.
This strategic move is part of the larger "Reclaim the Flame" plan, which involves a substantial investment of $400 million over the next two years. The allocation includes $150 million for advertising and digital channels, $250 million for technology and physical restaurant upgrades, and a significant focus on attracting a younger, diverse customer base.
The marketing campaign includes a new commercial that puts a hip hop spin on the classic "Have it Your Way" jingle from the 1970s. This creative approach aims to celebrate individuality and invite customers into an experience that recognizes their world rather than simply selling a product. The collaboration with the creative agency OKRP, announced in April, played a crucial role in the successful execution of this rebranding.
Burger King's commitment to investing in a 3,000-unit refresh program, remodeling, and digital business, totaling $280 million, underlines its dedication to staying relevant in a dynamic market. Additionally, the strategic menu change, replacing the Ch'King Sandwich with the Royal Crispy Chicken Sandwich, reflects a focus on a simplified menu and improved operational efficiency.
In conclusion, Burger King's comprehensive approach to brand revitalization involves not only a catchy tagline and marketing campaign but also substantial investments in technology, restaurant upgrades, and a refreshed menu. This multifaceted strategy is geared towards attracting a younger, diverse audience and ensuring the long-term success of the brand in the competitive fast-food industry.
