By 2022, Burger King was losing ground in the fast-food wars. With declining revenue and fierce competition from McDonald’s and Wendy’s, the brand needed a bold turnaround. Instead of a traditional ad campaign, Burger King leveraged its viral marketing strategy, reviving an old jingle, making it deliberately repetitive, and turning it into an unstoppable force across TV and social media.
The results? The campaign not only went viral but also led to an 8.7% increase in same-store sales, generating millions in additional revenue.
This turnaround wasn’t just about a catchy jingle—it was a well-crafted business strategy that helped Burger King regain its competitive edge.
Reviving Nostalgia with a Modern Twist
Burger King’s “Have It Your Way” jingle wasn’t new—it was originally introduced in 1972 as a way to differentiate itself from McDonald’s by promoting customization. However, despite its early success, Burger King retired the jingle after just four years.
By 2022, the brand was facing a brand identity crisis and needed a memorable, ownable marketing angle. The solution? Bring back a forgotten but recognizable tune—this time with a fresh twist. A strong brand identity isn’t just about visuals; it’s about maintaining consistency while adapting to new market dynamics.
Why It Worked
- Leveraged nostalgia, making long-time customers feel a sense of familiarity
- Modernized the execution to make it feel fresh while retaining its roots
- Appealed to multiple generations by reintroducing a classic jingle to a new audience
Key Lesson for Businesses
If your brand has historical assets, such as an old slogan, campaign, or jingle, you may not need to start from scratch. Repackaging nostalgia can create an emotional connection with both existing and new customers.
The Power of Repetition and an “Annoying” Strategy
Burger King didn’t just revive an old jingle—they made sure everyone heard it.
The company launched an aggressive multi-platform ad blitz featuring the song everywhere—YouTube ads, NFL playoff commercials, prime-time TV slots, and social media placements. The key to success was Burger King’s viral marketing strategy, which relied on repetition and deliberate “annoyance.”
How They Did It
- Nonstop repetition through widespread ad placements
- Unpolished, relatable vocals instead of professional singers, making the tune stand out
- Viral annoyance by sparking debates online about whether the jingle was frustrating or catchy, keeping it top of mind
Why It Worked
- Memorability—love it or hate it, the ad was impossible to ignore
- Commitment to consistency, reinforcing the message across platform
- Psychology of earworms, ensuring the tune stayed in consumers’ minds when making dining decisions
Key Lesson for Businesses
Repetition builds brand recall. Whether through consistent messaging, ads, or content, businesses can train consumers to remember them—even if the marketing is perceived as “annoying.”
Mastering Social Media and Shareability
Burger King’s campaign wasn’t just about running TV ads—it was engineered for maximum social media exposure. The brand understood that controversy sparks engagement and leaned into the conversation rather than avoiding it.
How It Blew Up on Social Media
- Massive meme potential, with users joking about how they couldn’t escape the jingle
- Brand engagement, as Burger King responded to tweets and TikToks, fueling further discussion
- The fear of missing out effect, as more people talked about it, others wanted to join the conversation, leading to organic reach expansion
Why It Worked
- Encouraged organic sharing, extending the campaign’s reach beyond paid media
- Turned negativity into free publicity, embracing the debate rather than suppressing it
- Created a pop culture moment, keeping Burger King in the news cycle and on consumers’ minds
Key Lesson for Businesses
If your campaign sparks conversation, don’t suppress it—lean into it. Engage with user reactions, even if they are mixed, to turn controversy into momentum.
The Results: A Multi-Million Dollar Turnaround
Burger King’s “Have It Your Way” campaign wasn’t just a viral success—it delivered real financial impact.
- An 8.7 percent increase in same-store sales within a year
- Millions in additional revenue, reversing previous declines
- Improved brand perception, proving that bold, risk-taking marketing can pay off
Final Takeaways for Businesses and Marketers
- Embrace nostalgia, but modernize it
- Repackaging old assets such as jingles, slogans, or mascots with a fresh execution can resonate across generations.
- Make your marketing impossible to ignore
- Whether through repetition, controversy, or humor, a consistent campaign builds long-term brand recall.
- Leverage social media—even negative reactions
- Instead of fearing criticism, use online conversations to amplify your campaign and drive organic reach.
Burger King’s campaign proves that even an “annoying” marketing strategy can be wildly effective when executed with commitment, creativity, and a deep understanding of consumer psychology.
