Burger King is bringing a catchy jingle and new brand positioning north of the border with the launch of its “You Rule” platform in Canada.
Led by the “Whopper, Whopper” earworm that has gone viral in the U.S., the new platform is an update of the long-running “Have It Your Way” messaging that the QSR brand has built over several decades, and offers the chain the opportunity to “celebrate our guests and recognize them as royalty, as well,” says Matt Wright, GM of Burger King Canada.
“In Canada, we have really strong brand equity behind ‘Have It Your Way,'” Wright tells strategy. “We’ve stayed true to our promise to our guests that they can enjoy our flagship, flame-grilled Whopper sandwich however they like. This repositioning further encourages our guests to have it their way with an amplified message that empowers them to rule their day when visiting our restaurants in Canada.”
The decision to lead with the “Whopper, Whopper” jingle was also strategic. In Canada, “we really wanted to place our iconic Whopper sandwich front and centre, starting with that advertising in a way that celebrates our strongest brand equity.”
And “this won’t be a short-term campaign,” either, Wright notes. The jingle is launching this week, but other versions and amplifications will be rolled out over the coming months.
“This is something really important to our brand moving forward,” he explains. “This is not an ordinary marketing campaign, nor a small one – it’s a 360-degree marketing strategy, and a modern twist on ‘Have It Your Way.'”
The new campaign will run across all of Burger King’s typical media channels,”- including TV, digital and social. It will also appear and influence the in-restaurant experience, Wright says. A French-language version of the messaging will air in the Quebec market.
“We’re really proud of the work we’ve done to make sure this message is relevant to the entire country,” Wright says.
The jingle was developed in the U.S. with OKRP, BK’s partner agency there, but Craft worked with the brand on the campaign in Canada. HorizonMedia handled media and OneMethod handled social creative.
