Burger King Corp.: When You Have It Your Way, It Just Tastes Better campaign

Despite its overall sales success, Burger King in 1998 embarked on what senior vice president of marketing James Watkins called an "aggressive evolution" of its brand.

Burger King Corp.: When You Have It Your Way, It Just Tastes Better campaign

Robert Schnakenberg

OVERVIEW

Despite its overall sales success, Burger King in 1998 embarked on what senior vice president of marketing James Watkins called an "aggressive evolution" of its brand. With industry leader McDonald'shaving taken steps to address a series of high-profile marketing missteps by rolling out a new cooking system designed to improve the taste of its products, Burger King responded with a marketing strategy that focused on the superior taste of its food. The chain's three-year-old "Get Your Burger's Worth" slogan was scrapped and replaced...

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