Burger King Unveils New Brand Positioning, Ditches Tagline From The ’70s

Burger King Unveils New Brand Positioning, Ditches Tagline From The ’70s

Burger King Launches New Campaign And Brand Tagline: You Rule
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Burger King has launched a brand new campaign and unveiled a new tagline as part of its $400 million comeback plan.

The company has changed its classic “Have It Your Way” tagline from the 1970s to “You Rule,” reflecting its mission of keeping customers front and center at every touch point, from in-restaurant experiences to traditional advertising.

The quick-service restaurant (QSR) chain’s new tagline also looks to celebrate everyday loyalty and appeal to a younger and more diverse customer base.

“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 Burger King North America President Tom Curtis. “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.”

The Burger King “You Rule” campaign will be rolling out nationwide beginning October 10, 2022.

Photo credit: Burger King

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