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By Taruka Srivastava | Freelance journalist

October 6, 2022 | 2 min read

The burger chain launches a new take on its ‘Have it Your Way’ jingle.

Burger King has unveiled its new brand positioning with the tagline ‘You Rule’ as part of its earlier-announced ‘Reclaim the Flame’ plan.

As part of the campaign, created by OKRP, a one-minute TV spot ‘You Rule’ has been launched, which has a new take on the classic ‘Have it Your Way’ jingle from the 1970s. The advert puts guests at the forefront and celebrates their way of doing things.

“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 guests.”

“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,” added Tom O’Keefe, OKRP chief executive officer.

“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.”

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