At BK, you rule

Challenge

Years of declining sales had dethroned Burger King from its no. 2 spot in burger QSR. A heavy emphasis on discounting and inconsistent messaging had created a brand everyone knows and recognizes but one people had no reason to care about.

Insight

People constantly turn to fast food to make their day a little better through small indulgences. BK’s core value proposition of “have it your way” not only let people choose how to make their day a little bit better, it also possessed the potential to give the consumer the power to feel like royalty. We just needed to reinforce it.

Solution: Choose like a king

We launched “You Rule,” a campaign that reinforced why it mattered to “have it your way.” We paired it with an inescapable jingle designed to be an ear-worm so that BK was always top of mind, reminding people to rule their day.