Sunday, October 9, 2022

Burger King’s in it’s Comfort Zone and Winning


Success does leave clues and rekindling an old tune that was a customer favorite is just the right recipe for these tough inflationary times according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Bringing back the ‘Have it Your Way’ jingle is just the right approach for brand messaging as consumers are feeling disconnected with the pressures of the world today and inflation. Burger King is debuting its new brand positioning with a “You Rule” tagline while giving a new take on its old “Have It Your Way” jingle on October 10,  2022.

Ah but there is a twist, Burger King’s modern brand position involves a new tagline and an old jingle with a new tagline, “You Rule,” that will be the central element in its new brand positioning and welcome back messaging.

To reinforce its messaging Burger King is releasing ads that feature a new take on its popular “Have It Your Way” jingle from its 1970s-era commercials.

Building a Larger Share of Stomach

Requires Relevant Messaging

So, this campaign is part of Burger King’s “Reclaim the Flame” plan, a strategy bolstered with a $400 million investment by the parent company, which includes $150 million in marketing and digital investments.

Since Burger Kings sales have slipped behind its competitors over the past four years. It is making investments in marketing, along with investments to help operators remodel restaurants, in a bid to reverse those trends.

The tagline “You Rule” is “about celebrating everyday royalty,” the company said, noting that customers are “at the forefront of everything the brand does.”

The company hopes to tap into its historic brand equity with that jingle, which boasted about the company’s willingness to customize burgers based on consumer demands something rival McDonald’s could not do at the time.

Tom Curtis, president of Burger King North America, stated, “Burger King’s new creative agency, OKRP, developed the new campaign along with Burger King. It embodies our purpose, embraces individuality and elevates Have It Your Way, something our brand has always been known for, beyond pure customization,”.

How are you reaching out to your customers comfort zone?

Success does leave clues. One clue that time and time again continues to resurface is “the consumer is dynamic not static”.  Regular readers of this blog know that is the common refrain of Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Our Grocerant Guru® can help your company edify your brand with relevance.  Call 253-759-7869 for more information. 

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