So, Burger King’s new campaign, “You Rule”, is a modern twist on its classic “Have it Your Way” slogan from the 1970s. The campaign, created by OKRP, features a catchy jingle that blends rap and singing with the original melody.
If you’re an NFL fan, you definitely have heard Burger King’s brand-new commercials. It seems like, after every drive, the infamous “Whopper, Whopper, Whopper, Whopper” song plays non-stop. It’s been played so much this season, that it became the biggest viral meme of 2023. In Tiktok, the trend received over 5 Billion views, you can even listen to it on Spotify.
The jingle showcases Burger King’s menu variety, quality ingredients, and customization options while celebrating diversity and individuality. The campaign includes TV, digital, social media, and radio ads, as well as outdoor billboards and murals. It is part of a $400 million, two-year brand overhaul that aims to revamp Burger King’s restaurants, packaging, uniforms, and logo.
“We were talking, like, ‘Wouldn’t it be funny if people just sang about Burger King, super simple, with a catchy jingle?”a creative director at OKRP, the agency behind the campaign, told Ad Age.
The campaign has received positive feedback from customers and media outlets, who praised its nostalgia factor, humor, and inclusiveness. According to OKRP’s chief creative officer Matt Reinhard, the campaign is designed to “reconnect with people emotionally” and “reignite their love for Burger King”. He said that “You Rule” is more than a tagline; it is a brand positioning that reflects Burger King’s values of empowerment, choice, and fun.
Successful Rebranding of Burger King
The $400 million brand overhaul is a plan that Burger King announced in September 2022, dubbed “Reclaim the Flame”. It is designed to accelerate sales growth and drive franchisee profitability. It includes marketing, menu, and restaurant upgrades. Some of the key elements of the plan are:
A $150 million marketing program called “Fuel the Flame” will last through 2024 and allocate $120 million for advertising and $30 million for menu innovation.
A $250 million investment in restaurant upgrades and remodels, will cover about 5,000 locations by 2024.
A new logo, packaging, uniforms, and signage that reflect Burger King’s flame-grilled heritage and modern identity.
A focus on digital transformation, delivery expansion, loyalty programs, and sustainability initiatives
Modernizing Restaurants
The restaurant upgrades and remodels are part of Burger King’s plan to improve its customer experience, operational efficiency, and brand image. Some of the features of the new restaurant design are:
Dedicated mobile order and curbside pickup areas, drive-in and walk-up order areas, enhanced drive-thrus, and exterior dining space.
Sustainable design elements, such as solar panels, LED lighting, natural ventilation, and landscaping.
A modern look that reflects Burger King’s flame-grilled heritage and logo, with warm colors, wood textures, and metal accents.
New technology, such as digital menu boards, self-order kiosks, contactless payment options, and loyalty programs.
Burger King plans to cover about 5,000 locations by 2024 with this new design, which will cost between $300,000 and $600,000 per restaurant. Burger King will provide $250 million to support franchisees with this investment.
How will the remodel affect the franchisees?
The remodels will affect the franchisees in several ways 1234. Some of the effects are:
Franchisees will have to come up with some of the cash for the remodels, which will cost between $300,000 and $600,000 per restaurant. Burger King will provide $250 million to support franchisees with this investment, but franchisees are contractually obligated to participate in the plan.
Franchisees will benefit from improved customer experience, operational efficiency, and brand image, which are expected to boost sales growth and profitability 123. Burger King claims that remodeled restaurants have seen an average sales lift of 15% after reopening.
Franchisees will have access to new technology, digital platforms, loyalty programs, and menu innovation, which will help them attract and retain customers, increase delivery orders, and reduce costs.
Listen to the new catchy commercial:
