Dive Brief:

• Burger King is launching a new brand positioning and campaign that recenters the brand around its classic “Have it Your Way” messaging while celebrating guests’ individuality and everyday wins, per information shared with Marketing Dive.
• The repositioning kicks off with the “You Rule” campaign, which debuts Oct. 10 and puts the chain’s promise of customization front-and-center. Spots include a new take on the “Have it Your Way” jingle. Messaging will appear in ads as well as in restaurants. 
• The new push come just weeks after the QSR chain announced a multi-million dollar brand revitalization known as “Reclaim the Flame.” The plan dramatically increases paid advertising investments over the next two years.

Dive Insight:

“You Rule” is a play on the QSR chain’s mascot and famous paper crowns in an effort to deliver the message that Burger King guests are royalty. It was created in partnership with the chain’s new creative agency of record for the U.S., OKRP.

Nostalgia-filled commercials show young people enjoying Burger King in their own unique ways while doing activities they enjoy, like applying makeup or bike riding. A remix of the “Have it Your Way” jingle, which was first introduced in the 1970s, plays in the background. The Restaurant Brands International chain has long emphasized customer preference in an effort to distinguish itself from long-time rival McDonald’s.

“[The campaign] 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 in a press statement.

The push comes as Burger King’s sales are lagging behind its key rivals, Wendy’s and McDonalds. In the second quarter of this year, the QSR chain reported flat U.S. same-store sale growth. “Reclaim the Flame,” which was unveiled in early September, is part of a two-pronged effort to raise the brand’s popularity in the U.S. “Reclaim the Flame” puts $150 million into advertising and digital initiatives while “Royal Reset” puts $250 million into restaurant technology, kitchen equipment and other upgrades.

Burger King has made lengthy efforts in recent years to boost its sales and affinity with young consumers. It recently overhauled its agency roster and unveiled flashy efforts tied to cultural flashpoints, such as cryptocurrency and gaming. It has also made an investment into meat-free options, including the Impossible Whopper.