Slogans[edit] Edit

This is a partial history of BK advertising slogans:[3][4]

  • Have it your way (1974–present)
    • Your Way Right Away (1991–1992)
    • If you ask us, it just tastes better (March–August 1998)
    • When you have it your way, it just tastes better (August 1998 – 1999)
    • Burger King, where you're the boss!
    • Be Your Way (2014–present)
  • The Whopper is BKs signature product, and it has produced several ad campaigns promoting it:
    • Home of the Whopper
      Many Burger King locations built in the 1960s and 1970s still have this slogan as part of their signage.
    • It takes two hands to handle a Whopper
    • In the land of burgers, Whopper is king (March–August 2001)
    • Eat Like a Man, Man (2006–2008) Used globally; and in the US to promote the Texas Double Whopper
    • "The Whopper says:" (2001)[5]
    • The one and only Whopper (1978)
  • As part of its campaign to differentiate itself by its cooking method, 'Flame Broiling', BK has emphasized it in several slogans:
    • Fuel Your Fire
    • Feel the Fire
    • The Fire's Ready (2003)
    • Earl: Employee of the Month ("Earl" is the nickname of its broiling unit, an automated gas grill.)
    • We do it like you'd do it! (A Weber grill morphs into the BK logo.)[6]
  • Wake up with the King (breakfast slogan, 2004–Present)
  • Stack it high, tough guy (promoting BK Stackers; 2005, 2007)
  • @ BK You Got It! (2002)[7]
  • The taste that beat McDonald's fries (1997; to promote BK's new French fries at the time)
  • Get Your Burger's Worth (June 1994-February 1998)[8]
  • Where value is King (1994; in commemoration to the upcoming film The Lion King)
  • BK Tee Vee: I love this place! (ads featured Dan Cortese, 1992–93)[9]
  • Sometimes, you gotta break the rules (1989–1991)
  • We do it like you do it (1988–1989)
  • The Best Food for Fast Times (1987–88)[6]
  • At Burger King, you not only get change, you get change (99¢ daily specials, 1989)
  • King Me! (Triple Jump Checkers game, 1988)
  • We know how burgers should be (1986)
  • This is a Burger King town (1986, used with the previous slogan)
  • Where's Herb? (1986)
  • Mo Beef, Betta Taste (In an ad featuring Mr. T, for 1/3 lb Whopper, 1985)
  • Aren't your doubly hungry for Burger King now? (In an ad promoting the Bacon Double Cheeseburger, 1982)
  • Aren't your thirsty for Burger King now? (In an ad promoting a Coca-Cola deal, 1982)
  • Aren't You Hungry?Aren't you hungry for Burger King now? (1981–1986)
  • Who has the best darn burgers? (1978)
  • The Burger King and I (Pun on The King and I, 1978)
  • We're America's Burger King (1975)
  • Bigger, Better, Burger King!.
  • Eat like a king. Not a clown. (2006) (In reference to Ronald McDonald of McDonald's.)
  • You're no clown with the Crown. (2006)
  • Got the Urge?/Got the Urge? Get to Burger King! (2000-March 2001)
  • BK4U (commercials featuring Ice-T, 2000–2001)
  • Quality Just Tastes Better!
  • Taste Is King (2012)
  • Have a Pepsi at Burger King now. (1983; was used to promote BK's switch to Pepsi as part of the Cola Wars)
  • Give your hunger a Texas Double Whopper

Children's advertising[edit] Edit

  • Imagination is King"
  • Burger King Kids Club, Where it's cool to be a kid!
  • Great food, cool stuff, kids only (Burger King Kids Club) (1995–97)
  • Just for fun, and just for you! (Burger King Kids Club) (1989)
  • Its always something special when you're with Burger King (1980)
  • Magic makes it special when you're with Burger King (1979)
  • Burger King: Where kids are king (1970–1975)
  • Taste Rules! (Burger King Kids Club) (1990's & 2000)
  • Burger King Kids Club, It's a cool place (1992)
  • Burger King Kids Club, I Love This Place! (1994)
  • Burger King Kids Club, Where Kids Rule!
  • The Burger King Kids Club! It's just for fun, and just for you! (1980s)
  • Home of the real, Big Kids Meal! (2000s)

International Slogans[edit] Edit

Canada[edit] Edit

  • You're gonna love us! (1990)
Quebec[edit] Edit
  • Au rhythms et au gout d'aujourd'hui (1987)
  • Laissez-vous fêter! (Let's celebrate!) (1989)
  • Mets-en que c'est bon! (1990-1992)
  • Je préfère Burger King (1994-1996)
  • Le Restaurant du Whopper (1994)
  • Je préfère le gout de Burger King (I prefer the taste of Burger King) (1999)

Latin America[edit] Edit

Mexico[edit] Edit
  • Así lo quiero (1992-1995)
  • Simplemente sabe mejor (Simply tastes better) (1999)

Europe[edit] Edit

  • King of Taste

Hungry Jack's[edit] Edit

  • Got the Hungry's
  • The Burgers are Better at Hungry Jack's
  • Aren't You Hungry?, Aren't you hungry for Hungry Jack'
  • We're all about fresh at Hungry Jack's
  • Love it at Hungry Jack's
  • Home of The Whopper
  • Oh Yeah!
  • Tastier burgers and more funner!
  • Gotta get back to Jack's

UK[edit] Edit

  • There's OK, And there's BK!! (2002)
  • The original flame-grilled taste (1988)
  • It's Flaming Tasty (1990)
  • No sun, no fun (1995)

New Zealand[edit] Edit

  • Burger King- It just tastes better (2000–present)[10]

Germany[edit] Edit

  • Weil's besser schmeckt (Because it tastes better) (1999-2001)[11]

Sweden[edit] Edit

  • Grillat ÄR Godast (1998)

Jingles[edit] Edit

The Burger King jingle[edit] Edit

In 1973, BK introduced a jingle in response to McDonald's Big Mac song.[12] The lyrics proclaimed that Burger King would serve you a customized product (for example you can have whatever toppings you wanted on a burger, or even plain), according to its slogan Have it your way, and that it would happily do so:

(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!

The jingle was used for several years in the '70s, and has been modified several times and reused: during the 80s the phrase at Burger King today was added at the end of the song. A commercial with Shaquille O'Neal had different tempos of jingles as Shaq goes into a 1950s malt shop, then '60s and '70s styles and finally a 1980s neon theme, each line reflecting music styles of said decade. During a 2006 commercial called the Whopperettes featuring Brooke Burke, the performers sang a modified version of the song during a musical number overseen by the King.

Promotions[edit] Edit

CP+B[edit] Edit

Crispin Porter + Borguski created a series of web-based advertisements to compliment the various television and print promotional campaigns on sites such asMyspace and various BK corporate pages. These viral campaigns coupled several other new advertisement campaigns drew considerable positive and negative attention to BK.

  • The Subservient Chicken

Main article: The Subservient Chicken

This ad program was used in 2004 to introduce the TenderCrisp sandwich. The first appearance of the Subservient Chicken character was in a commercial called the Subservient Chicken Vest. The commercial was the first in a series of ads for the sandwich utilizing a line of viral marketing promotions by Crispin Porter + Bogusky for Burger King. In the ad, a man is sitting in his living room directing a person in a chicken suit to behave in any way he wants. The tag line was "Chicken the way you like it." After the success of the Subservient Chicken, Burger King used the character in several subsequent advertising campaigns. Other versions of the character appeared for various other promotions of new and limited time versions of the product.
  • Coq Roq

See also: BK Chicken Fries § Advertising

In the summer of 2005, Burger King introduced BK Chicken Fries to its menu. The advertising campaign featured a faux metal band named Coq Roq in a commercial called Bob Your Head, members of whom wore chicken masks parodying the style of masks of nu metal band Slipknot. The website included music videos, downloadable cellular ringtones, and a store selling band merchandise. In addition, there is a MySpace page for the "band" that features bios, pictures, and their songs.[13] While successful, the campaign drew scorn for sexual double entendres and a lawsuit from Slipknot in regards to the promotion alleged copying of Slipknot's "look and feel".[14][15]
  • Chick Flix, a play on the term "chick flicks", was another interactive website campaign based on BK's Chicken Fries. At the website, users could not only play ads created by Burger King, but also create their own.
  • Sith Sense was an interactive website that tied in with the Star Wars: Episode III – Revenge of the Sith advertising program. The site featured an interactive video of Darth Vader utilizing a 20 Questions-style answering program which operated in way similar to the Subservient Chicken website.[16]
  • Dr. Angus
Dr. Angus was a CP+B creation launched in 2004 to promote the new Angus line of Sandwiches. Played by British comedian Harry Enfield, he is a smarmy self-help "doctor" with gleaming white teeth and a starched toupee who encourages eaters to "sit down" and enjoy the BK's large Angus burgers. In 2006, the character was again used to advertise BK's new Cheesy Bacon Angus and TenderCrisp sandwiches.[17]
In addition, CP+B added a viral marketing web page called The Angus Diet. Designed to work with the larger Angus campaign, this site featured the such things as the Angus diet testimonials, a faux diet book and Angus interventions. The "interventions" could be sent to people via email by filling out several fields on the page. As CP+B stated: "They were a way of getting people to spread the idea of the basis of the Angus Diet - just enjoy life. Do whatever you want. Eat whatever you want as long as it makes you happy."[18]
  • Manthem
In May 2006, in promotion of the Texas Double Whopper, Burger King released a campaign called the "Manthem" which parodies Helen Reddy's I Am Woman. It depicts a man and his girlfriend at a fancy restaurant. Disappointed by the meager portions he is served, the man bursts into song, expressing his desire for a Texas Double Whopper, in place of what he deems "chick food." As he walks out of the restaurant, he is joined by a chorus of men who rebel by not only eating Texas Double Whoppers, but also go commando, lift a minivan over the side of an overpass, and unfurl a banner which says "Eat This Meat." This has been the source of some controversy, as the commercial has been described as demeaning to male vegetarians/vegans, as well as misogynistic toward women.[19][20]This ad was reused in January 2007 when the sandwich was reintroduced and in Germany for a sandwich in the company's BK XXL line, and in January 2008 in Great Britain for the Double Whopper.
  • Ugoff

Main article: Ugoff

Ugoff was a character in a 2004 ad campaign for Burger King directed by Roman Coppola. He was used to promote the new "Fire-Grilled Salads" and the paper "Salad Pouch" which was used to keep the chicken and shrimp warm for the salad entrées. Ugoff was designed a stereotypical male fashion designer with an indeterminate middle-European accent and haughty personality.
  • Earl, Employee of the Month
In Summer 2006, Burger King launched a commercial stating that its broilers, named 'Earl' on the commercials, won the most valuable employee award. With the Earl logo stamped on the side of the broiler on the commercial, it seems that this name was made up and that their broilers are actually made by Nieco and not named Earl.[21]

McGarryBowen[edit] Edit

  • Fries King
On October 2, 2013, Burger King announced on Twitter that it was changing its name to Fries King. The name change was a publicity stunt held in conjunction with the introduction of the new Satisfries. The chain also rebranded one of its locations with the new Fries King logo, signage and packaging.

Mother[edit] Edit

London-based Mother had been working in partnership with McGarryBowen for the company beginning in December 2011.[22] Mother took over as the company's firm of record on February 19, 2013 from McGarryBowen. The partnership only lasted one year until the agency was dropped in January 6, 2014.[23]

  • John the Manager
John the Manager is a series of ads that feature the main character, a Burger King manager named John, and an eclectic cast of customers that form a family unit. The members of this family unit consist of a Muppet, a cheerleader mom, a cowboy, a security guard, a park ranger and an astronaut.[24]

Media tie-ins[edit] Edit

The following movies and shows were promoted in store as Kids' Meals or other promotional products.

4Kids Entertainment[edit] Edit

Name Date Studio 2 Notes Yu-Gi-Oh! The Movie: Pyramid of Light[25] 2004 4Kids Entertainment
Pokémon: The First Movie 1999 4Kids Entertainment Also known as Mewtwo Strikes Back

Lionsgate[edit] Edit

Name Date Studio 2 Notes Alpha and Omega 2010 Lions Gate Entertainment

20th Century Fox[edit] Edit

Name Date Studio 2 Notes Mighty Morphin Power Rangers: The Movie 1995 International markets only
Anastasia[26] 1997
Ice Age[27] 2002 Blue Sky Studios Also in 2014
Ice Age 2: The Meltdown[28] 2006 Blue Sky Studios
Robots[29] 2005 Blue Sky Studios
The Simpsons Movie[30][31] 2007
Gulliver's Travels 2010
Star Wars Episode IV: A New Hope[32] 1977 LucasFilm
The Empire Strikes Back[33] 1981 LucasFilm
Return of the Jedi[34] 1983 LucasFilm
Star Wars: Episode III – Revenge of the Sith[34] 2005 LucasFilm
Marmaduke 2010
Alvin and the Chipmunks: Chipwrecked 2011 International markets only
Rio 2 2014 Blue Sky Studios
"Ice Age 5: Collision Course" 2016 Blue Sky Studios

Bitsy Entertainment Co./PBS[edit] Edit

Name Date Studio 2 Notes Teletubbies[35][36] 1999 BBC

Disney/Pixar[edit] Edit

Name Date Studio 2 Notes Aladdin[37] 1992
Beauty and the Beast[37] 1991
Bonkers 1993
Dumbo[37] 1997
Gargoyles[37] 1995
A Goofy Movie[37] 1995
Goof Troop[37] 1993
The Hunchback of Notre Dame[37] 1996
The Nightmare Before Christmas[37] 1993
Oliver & Company re-release[37] 1996
The Lion King[37] 1994
Pinocchio [37] 1992 re-release
Pocahontas[37] 1995
Timon & Pumbaa[37] 1996
Toy Story[38] 1995 Pixar

Jim Henson Company[edit] Edit

Name Date Studio 2 Notes Muppets from Space[39] 1999 UK only
The Dark Crystal 1989

Marvel[edit] Edit

Name Date Studio 2 Notes Fantastic Four[40] 2005 20th Century Fox
Fantastic Four: Rise of the Silver Surfer 2007 20th Century Fox
The Incredible Hulk[41] 2008 Universal Studios
Iron Man 2008 Paramount Pictures
Iron Man 2[42] 2010 Paramount Pictures
Spider-Man 2[43][44][45] 2004 Sony Pictures
Spider-Man 3[46] 2007 Sony Pictures
Ghost Rider 2007 Columbia Pictures International markets only
Thor 2011 Paramount Pictures
X-Men: The Last Stand 2006 20th Century Fox International markets only
X-Men: Evolution[47] 2001 Film Roman

DreamWorks[edit] Edit

Name Date Studio 2 Notes Chicken Run[48][49] 2000 Aardman Animations
Shark Tale[50] 2004
Shrek[51][52][53] 2001
Shrek 2[45] 2004
Wallace & Gromit: The Curse of the Were-Rabbit 2005 Aardman Animations

Funimation Entertainment[edit] Edit

Name Date Studio 2 Notes Dragon Ball Z 2000
Dragon Ball Z 2002

Hasbro[edit] Edit

Name Date Studio 2 Notes Bratz 2006
Care Bears 2005 American Greetings
Furby 2005 Tiger Electronics
G.I. Joe: Sigma 6 2006
Mr. Potato Head 1998
Mr. Potato Head 1999
Transformers: Cybertron 2005
iDog Family 2007

Jada Toys[edit] Edit

Name Date Studio 2 Notes Chub City 2007

Konami[edit] Edit

Name Date Studio 2 Notes Dance Dance Revolution 2006

Manhattan Toys[edit] Edit

Name Date Studio 2 Notes Groovy Girls 2007

Microsoft[edit] Edit

Name Date Studio 2 Notes Viva Piñata: Party Animals 2007
Windows 7[54] 2009

Nintendo[edit] Edit

Name Date Studio 2 Notes Nintendo Superstars[55] 2002
Wii 2008
Wii U 2012
Pokémon 1999
Pokémon[56] 2000
Pokémon 2008
Pokémon 2009

Paramount Pictures[edit] Edit

Name Date Studio 2 Notes Avatar: The Last Airbender 2006 Nickelodeon
Butt-Ugly Martians 2002 Nickelodeon
CatDog 1999 Nickelodeon
Danny Phantom 2005 Nickelodeon
Dora the Explorer 2004 Nickelodeon
The Fairly OddParents 2003 Nickelodeon Also in 2004
G.I. Joe: The Rise of Cobra[57] 2009 Hasbro
Indiana Jones and the Kingdom of the Crystal Skull[58] Lucasfilm
Jimmy Neutron: Boy Genius[59] 2001 Nickelodeon Also in 2002
Nickelodeon Kids' Choice Awards[60] 1999 Nickelodeon
Madagascar[60] 2005 DreamWorks/Nickelodeon
Rango 2011 Nickelodeon
The Rugrats Movie[61] 1998 Nickelodeon
Rugrats[60] 1999 Nickelodeon
Rugrats in Paris: The Movie[60] 2000 Nickelodeon
Rugrats Go Wild[62] 2003 Nickelodeon
Small Soldiers[63][64] 1998 DreamWorks SKG
SpongeBob SquarePants[60] 2001 Nickelodeon Repeated tie-ins through 2014
The SpongeBob SquarePants Movie 2004 Nickelodeon
SpongeBob's Atlantis SquarePantis 2007 Nickelodeon
Pest of the West 2008 Nickelodeon
Star Trek[65] 2009
Transformers[31] 2007 Hasbro
Transformers: Revenge of the Fallen[66][67] 2009 Hasbro
Transformers: Dark of the Moon 2011 Hasbro
T.U.F.F. Puppy 2014 Nickelodeon
The Wild Thornberrys[68] 1999 Nickelodeon
The Wild Thornberrys Movie 2002 Nickelodeon

Peanuts[edit] Edit

Name Date Studio 2 Notes Snoopy 2008

Playmates Toys[edit] Edit

Name Date Studio 2 Notes Teenage Mutant Ninja Turtles (1987 TV series) 1989
Teenage Mutant Ninja Turtles (2003 TV series) 2003

Sony Pictures Entertainment[edit] Edit

Name Date Studio 2 Notes Men in Black: The Series 1997
Men in Black II 2002
Open Season 2006
Cloudy with a Chance of Meatballs 2009
Planet 51 2009
Hotel Transylvania 2012 International markets only

Universal Studios[edit] Edit

Name Date Studio 2 Notes Big Miracle 2012
The Cat in the Hat (film) 2003
The Chipmunk Adventure 1987 The Samuel Goldwyn Company
The Flintstones in Viva Rock Vegas 2000
Hop 2011
King Kong 2005
King Ralph 1991
The Land Before Time 1998 Don Bluth
The Road to El Dorado 2000 DreamWorks SKG
Sinbad: Legend of the Seven Seas 2003 DreamWorks SKG
Spirit: Stallion of the Cimarron[60] 2002 DreamWorks SKG
Toonsylvania 1998 DreamWorks SKG/Kids' WB
Universal Monsters 1997
The Lost World: Jurassic Park 1997
Jurassic Park III 2001 International markets only
Jurassic Park 2013

Warner Bros.[edit] Edit

Name Date Studio 2 Notes ALF 1988
The Ant Bully 2006
Batman Beyond 1999 DC Comics/Kids' WB Also in 2001
Beetlejuice 1990 Geffen Films
Capitol Critters 1992 Hanna-Barbera & Steven Bochco
Cats & Dogs: The Revenge of Kitty Galore 2010 Village Roadshow Pictures
The Dark Knight 2008 International markets only
Dexter's Laboratory 2003 Cartoon Network
Foster's Home for Imaginary Friends 2006 Cartoon Network
The Golden Compass[69] 2008 International markets only
Happy Feet 2006 Village Roadshow Pictures
Happy Feet Two 2011 Village Roadshow Pictures
Harry Potter and the Sorcerer's Stone 2001
Jackie Chan Adventures 2000 Kids' WB Also in 2005
Justice League 2002 DC Comics/Toonami
Justice League Unlimited 2004 DC Comics/Toonami
Legend of the Guardians: The Owls of Ga'Hoole 2010 Village Roadshow Pictures
The Lord of the Rings: The Fellowship of the Ring[70] 2001 New Line Cinema
The Powerpuff Girls 2002 Cartoon Network
Superman: The Animated Series 1996 DC Comics/Kids' WB
Superman Returns 2006 DC Comics
The Scooby-Doo Movie 2002
Scooby-Doo 2: Monsters Unleashed 2004
Scooby-Doo 1996
Steven Universe 2016 Cartoon Network
Wild Wild West 1999
Yogi Bear 2010

The Weinstein Company[edit] Edit

Name Date Studio 2 Notes Hoodwinked Too! Hood vs. Evil 2010

Viz Media[edit] Edit

Name Date Studio 2 Notes Hamtaro 2003 Cartoon Network Halloween

Misc.[edit] Edit

Name Date Studio 2 Notes Beyblade 2003
U.S. Figure Skating 2006
Neopets 2008
Monster Jam 2009
Kids Discover 2013

Cross promotions[edit] Edit

  • AOL[71]
  • DirecTV[72]
  • Konami[73]
  • Major League Baseball Players Association[74]
  • Maxim Magazine Hometown Hotties[75] Flash based section on the US Burger King website that allows visitors to engage in a "conversation" with some of the Maxim's Hometown Hotties models and drivers from Waltrip Racing.
  • MTV In December 2005, Burger King teamed with MTV for a "Have It Your Way" rap contest. Burger King and MTV selected Anthony DeSean Stokes out of 400 entries to star in a commercial. Part of his winning rap was "You can have it your way, there's nothin' to it / If you can dream it, you can do it!" The commercial ran for a short time, exclusively on MTV.
    • Dale Earnhardt[76]
    • Joe Nemechek's 87 Chevrolet in the mid-1990s
    • Michael Waltrip Racing BK co-sponsored the 00 Toyota driven by David Reutimann with Domino's Pizza in 2007, and Bill Elliott(part-time) in 2006.[77]
    • Tony Stewart (2009–)
    • BK Racing (2012–) BK is one of the Primary Sponsors of the Team, and Co-Sponsor of 83 Toyota driven by Matt DiBenedetto with Cosmo Motors and Dustless Blasting
  • Formula One
    • Sauber (minimal sponsorship that began at the 2010 European Grand Prix)
  • NFL[78]
    • Jacksonville Jaguars[79]
  • Nintendo[80]
  • Microsoft Windows 7 and Xbox[81][82][83]

Celebrity spokespeople[edit] Edit

  • Ben Affleck[84]
  • Backstreet Boys (2000, 2001)[85]
  • Adam Carolla[86]
  • John Goodman[87]
  • Samuel L. Jackson
  • Emmanuel Lewis (1984)[88]
  • Shaquille O'Neal (2002)[89]
  • Nicole Richie
  • Drew Rosenhaus (2007)[90]
  • Elisabeth Shue (1982)[91]
  • Phyllis Hyman [92]
  • David Beckham (2012)[93]
  • Mary J. Blige (2012)[93]
  • Salma Hayek (2012)[93]
  • Jay Leno (2012)[93]
  • Steven Tyler (2012)[93]
  • Sofía Vergara (2012)[93]