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Burger King Reveals New Marketing Campaign, Tagline

New brand positioning amplifies 'Have It Your Way', celebrates guests as 'unique royalty.'
burger king you rule guys
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On October 10, Burger King unveiled its new brand positioning and campaign, kicking off with its modernized tagline, “You Rule.”

This work is part of the brand's “Reclaim the Flame” plan, which was announced last month. 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.

You Rule” is a key part of the new Burger King brand positioning, and will impact every Guest touchpoint from traditional advertising to the in-restaurant experience. This campaign is the emotional articulation of “Have It Your Way” – “You Rule” is about celebrating everyday royalty, and puts the guest at the forefront of everything the brand does. And, as an added nod to the powerful Burger King equity – it comes to life through a new take on the classic “Have it Your Way” jingle from the 1970s.

Tom Curtis, Burger King North America President, said, “This campaign celebrates our brand equities and delivers on our brand purpose: to relentlessly pursue a better experience for our guest.”

ICYMI: a preview of the commercials can be viewed HERE and HERE.

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