Burger King (NYSE: BKW) is getting rid of its 40-year-old "Have It Your Way" slogan. The burger chain's new tag line is "Be Your Way."
The updated slogan will immediately roll out into all national and regional campaigns, including in TV ads that will begin airing this week. The slogan made its first appearance in an online video last month.
"Be Your Way" is intended to remind Burger King's customers to embrace their individuality and go beyond simply customizing a burger.
"We want to evolve from just being the functional side of things to having a much stronger emotional appeal," Fernando Machado, Burger King's senior VP of global brand management, told USA Today.
The new slogan is the third retail update from Burger King this month. The sandwich chain is celebrating the 10-year anniversary of the Subservient Chicken with a new advertising campaign featuring the fictional character to promote the new Chicken Big King Sandwich. Burger King is also rolling out a new "Burgers at Breakfast" menu that makes selected lunch and dinner items available in the morning alongside the chain's regular breakfast items.
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