Burger King Have It Your Way Jingle
The Burger King "Have It Your Way" jingle is one of the most iconic advertising jingles in history. The jingle was created in 1974 by advertising agency J. Walter Thompson for Burger King's new "Have It Your Way" campaign. The campaign was designed to emphasize the fact that Burger King allowed customers to customize their burgers to their specific tastes, unlike their competitor McDonald's, who had a fixed menu.
The Birth of the Jingle
The jingle was created by a team of advertising executives led by Barry Manilow, who was then a jingle writer and performer. The team wanted to create a jingle that would be catchy, memorable, and emphasize the message of the "Have It Your Way" campaign. The result was the now-famous jingle that features the lyrics "Hold the pickles, hold the lettuce, special orders don't upset us, all we ask is that you let us serve it your way."
The Success of the Jingle
The "Have It Your Way" campaign and jingle were a huge success for Burger King. The campaign helped Burger King to differentiate itself from its competitor McDonald's and attract a new customer base that valued customization and individuality. The jingle became so popular that it was later adapted for use in international markets, including Japan and Australia.
The Legacy of the Jingle
The "Have It Your Way" jingle remains one of the most recognizable advertising jingles in history. The jingle has been referenced and parodied in popular culture, including in the television show The Simpsons and in the movie Wayne's World. The jingle has also been the subject of academic study, with researchers examining its impact on consumer behavior and its role in shaping the cultural landscape of the 1970s.
The Evolution of the Campaign
The "Have It Your Way" campaign and jingle underwent several iterations over the years. In the 1980s, the campaign was updated to emphasize the speed and convenience of Burger King's service, with the new jingle featuring the lyrics "We do it like you'd do it, when we do it like we do it at Burger King." In the 2000s, the campaign was updated again to emphasize Burger King's flame-grilled burgers, with the new jingle featuring the lyrics "Have it your way, at Burger King."
The Future of the Jingle
Despite the many changes to the "Have It Your Way" campaign over the years, the jingle remains a beloved and iconic part of Burger King's brand identity. While the jingle may not play as prominent a role in Burger King's advertising today as it did in the past, it will always be remembered as one of the most successful and memorable advertising jingles in history.
Conclusion
The "Have It Your Way" jingle is a testament to the power of advertising and the importance of brand identity. The jingle helped Burger King to differentiate itself from its competitors and create a unique brand identity that emphasized customization and individuality. Today, the jingle remains a beloved and iconic part of Burger King's brand identity, and will always be remembered as one of the most successful and memorable advertising jingles in history.
