Burger King secured premium television inventory during the Oscars broadcast to launch a massive brand reset campaign. The execution relies entirely on corporate transparency and the literal firing of their longtime mascot. The fast food chain partnered with agency OKRP to air a ninety second commercial featuring company president Tom Curtis admitting to years of operational failures.
The creative strategy centers on a public apology rather than standard food promotion. Curtis speaks directly to the camera about old restaurants and slow service while officially retiring the controversial King mascot. This physical removal of a legacy marketing asset signals a hard pivot toward prioritizing customer feedback.
Burger King anchored this operational shift with the “There’s A New King And It’s You” tagline. The execution goes beyond a standard broadcast commercial by releasing the actual phone number of the company president to the public. Consumers who call or text the number connect directly to the executive suite to share their dining experiences.
This raw approach strips away traditional fast food advertising gloss to rebuild consumer trust. The brand turns executive vulnerability into a direct engagement tool. Broadcasting a corporate mea culpa during a high profile entertainment event guarantees maximum reach while the physical phone line creates an immediate feedback loop for future menu and restaurant upgrades
Campaign Name: There’s A New King And It’s You
Agency Name: OKRP
Brand Name: Burger King
Location: United States
