On Monday evening, May 19th, Burger King will bid farewell to its simple slogan of “Have it your way,” and begin rolling out its new slogan, “Be your way,” reports The Associated Press.
The burger chain is reportedly looking to adopt a more personal approach with its new tagline, which will be introduced across the United States in a television ad that begins airing Monday evening. If you’re scratching your head over the sudden and strange update, you’re not alone.
“Is that even English?” one editor asked when I mentioned the news.
Well no, but so far the company seems less concerned with semantics than improving its image.
Burger King announced in a statement that the new slogan was created to remind people that “they can and should live how they want anytime. It’s ok to not be perfect ... Self-expression is most important and it’s our differences that make us individuals instead of robots.”
The motto switch, which has already attracted some words of warning from the advertising industry, was created by an outside agency called David.
Laura Ries, president of the consulting firm Ries & Ries, told the AP that the company might be seen as overreaching.
"The problem is that people don't see themselves as living the Burger King lifestyle," said Ries. "You've got to be realistic with the place that your brand holds in real life."
Karen Lo is an associate editor at The Daily Meal. Follow her on Twitter @appleplexy.