Burger King Unveils New Tagline, "You Rule"

QSR chain Burger King® unveils its new brand positioning and campaign, kicking off with its modernized tagline, “You Rule.”

This work is part of the change Guests nationwide will experience as the brand implements its “Reclaim the Flame” plan, which was announced on Sept. 9.

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.

“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.

“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.

“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,” said Tom O’Keefe, OKRP CEO.