Burger King's "You Rule" campaign

[Mike Paul]

Every now and then I'd get an audition for Burger King with a tag line of "You Rule." I'll be honest: I never quite understood why anybody would land on a tag line like that, so today I did the homework and realized how it came to be. Now, instead of just saying the words in a way that sounds good or has some sort of made-up intention, I can approach the copy very much aware of their intent.

If you hadn't heard: BK restaurants were falling flat and so they created a marketing campaign around them giving out the BK President's phone number and asked customers to call and text in their biggest complaints.

Long story short, it ended up working out and they became the #2 burger chain in sales, overtaking Wendy's.

Campaign: https://barkleyokrp.com/case-studies/th ... nd-its-you