Inside OKRP's Strategy for Burger King's New 'You Rule' Tagline

The new take on ‘Have it Your Way’ includes a modernized retro jingle

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In the 1970s, Burger King told customers they could “Have it Your Way” with a catchy jingle and a campaign that became iconic for its message and earworm melody.

That sentiment is back, but with a modernized tag that continues to empower the consumer. “You Rule” is the theme of Burger King’s first campaign from independent agency O’Keefe Reinhard & Paul (OKRP), which was chosen as the fast-food chain’s creative agency of record for the U.S.

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