Burger King came out with a slogan of Have It Your Way in 1974. This slogan summed up its difference with its rival McDonald’s. The slogan fits well with the emphasis in pop culture and on individuality. The line makes total sense at a time when self-expression and mass customization are critical elements of culture.
Burger King abandoned the slogan four years later in favor of forgettable themes such as Best Darn Burger (1978), Burger King Town (1986), and The Whopper Says (2001). The company, thirty years later, however realized that the retro culture is in and had gone into a back-to-future mode in its advertising campaign. Burger King changed the slogan and returned to Have It Your Way in 2004 in TV ads from Crispin Porter + Borgusky, its former agency.
Research indicated Have It Your Way was still the theme that most resonated despite other campaigns. When you have an ad campaign that is sticky, it is foolish to go against said Russ Klein, the global chief marketing officer of Burger King. That’s the reason they returned to their earlier slogan.
Here’s a jingle that Burger King produced and used in the 70s in response to McDonald’s Big Mac song. The jingle has been modified several times and reused it. The lyrics proclaimed that Burger King would serve you a customized product (you can have whatever toppings you wanted on a burger, or even plain) living up to its slogan Have It Your Way.
(Chorus) Have it your way, have it your way! Have it your way at Burger King!
Hold the pickles, hold the lettuce;
Special orders don’t upset us.
All we ask is that you let us serve it your way…
We can serve your broiled beef Whopper
Fresh with everything on topper.
Anyway you think is proper; have it your way…
(Chorus) Have it your way, have it your way! At Burger King, eat at Burger King!
Now, Can you think of conceiving a global brand management strategy that would make your target customers perceive that they are having their way with your product?
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Watch this intriguing evolution of BK’s Have It Your Way Commercials:
How it became a trend on TikTok and the new lyrics
The story of the Burger King commercial phenomenon began with a series of advertisements that aired last year (22-23) during the middle of NFL games, capturing the attention of millions of viewers.
One of the most popular commercials featured a catchy jingle promoting the Royal Crispy Chicken sandwich, which quickly became a viral hit among fans of the fast-food chain.
The lyrics included: “Chicken, chicken, chicken, chicken / Italian, spicy, bacon, chicken / Take one bite and it all starts clickin’ / Crown up my day.”
However, it was not just the delicious sandwich that caught people’s attention; it was the absurdity of the commercials and marketing campaign themselves that sparked a cultural phenomenon.
In fact, the commercials gave rise to a new internet meme that pokes fun at their over-the-top nature and has become a trending topic among online communities. This phenomenon showcases the power of advertising to capture the imagination of the public and create a lasting impact on popular culture.
@eric_riley8 Oh my god there has never been a more perfect timed sequence. #fyp #nfl #minnesota #newyork #whopper #burgerking #bk #newyorkgiants #football #ohno #abc @Burger King ♬ whopper meme – slim shady
@otterboy320 #marinara #mozzarella #burger #burgerking #chickenchickenchickenchicken #whopper #fyp #foryou ♬ original sound – otterboy320
The Power of Nostalgia: Reinventing ‘Have It Your Way’ 🔄
Take a walk down memory lane. Remember the “BK Have it Your Way” slogan from Burger King? It’s a classic. Many of us can still hum the catchy Burger King song from decades past. But why is it that this particular tag line stands the test of time?
- Nostalgia marketing: By bringing back the “Have it Your Way” slogan, Burger King taps into the powerful feelings of nostalgia. According to a study by Nielsen, nostalgia ads are 17% more likely to generate a strong emotional response, and 11% more likely to be relevant to consumers.
- Emotional connection: “Have it Your Way” is more than a slogan; it’s a promise of personalization, evoking a sense of control and individuality among customers.
- Reinventing old glory: Burger King’s strategic revival of its old slogan showcases the brand’s ability to adapt and evolve, keeping the brand relevant and in tune with consumer sentiment.
‘Have It Your Way’ Versus Other Fast Food Giants’ Slogans 🍔
Burger King and McDonald’s. Two fast-food giants, each with their unique brand identity. How do their slogans stack up?
- “Have it Your Way” vs. “I’m Lovin’ It”: While BK empowers customers to personalize their orders, the McDonald’s slogan emphasizes the joy of consumption. The difference lies in their approach—BK is about customization, and McDonald’s is about the experience.
- Impact on brand identity: The Burger King song, synonymous with the “Have It Your Way” slogan, reinforces BK’s commitment to customer satisfaction. On the other hand, the McDonald’s slogan promotes a jovial and carefree vibe.
The Evolution of ‘Have It Your Way’ in Global Markets 🌍
Localization is key in the fast-food industry. Here’s how the BK “Have it Your Way” campaign adapted to various markets.
- Cultural adaptations: The Burger King jingle, associated with the “Have It Your Way” slogan, was modified to cater to local languages and preferences.
- Success stories: Despite the linguistic and cultural differences, the slogan’s core message of personalization and customer choice resonated universally.
Modern Media and the Resurgence of ‘Have It Your Way’ 📱
TikTok. Instagram. YouTube. These aren’t just social media platforms—they’re powerful tools for brands to reach their audience.
- Going viral: The Burger King ad using the “Have It Your Way” jingle found new life on TikTok, with thousands of users recreating and sharing their unique versions of the BK commercial song.
- Connecting with a new audience: By leveraging the power of social media, BK connected with a younger, digitally-savvy generation while maintaining its core message.
‘Have It Your Way’: The Role in Burger King’s Brand Storytelling 📖
What’s in a slogan? For Burger King, it’s the essence of their brand story.
- Reflecting the brand’s mission: The “Have It Your Way” slogan, encapsulated in the memorable Whopper commercial lyrics, epitomizes BK’s commitment to customer satisfaction and choice, and improves burger king’s image.
- Influencing the brand persona: This emphasis on personalization and customer agency plays a significant role in shaping BK’s brand persona as friendly, accommodating, and customer-focused.
On 19 May 2014 the fast food company Burger King announced to changed their slogan. The official statement from Associated Press NEW YORK stated:
“Burger King is scrapping its 40-year-old “Have It Your Way” slogan in favor of the more personal “Be Your Way.” The chain says the new tag line will roll out across its marketing in the U.S., including in a TV ad that will begin airing Monday night.”