Burger King Crowns its Guests King in New Ad Campaign

MIAMI, FL, March 16, 2026 – Burger King is putting its Guests in the spotlight with a new campaign, “There’s A New King And It’s You,” signaling a major evolution for the brand in its continued turnaround. After years of modernizing restaurants, improving operations and creating more ways for Guests to share feedback, Burger King is celebrating the people who make the brand what it is every day.

The campaign officially fires the brand’s King mascot, who has been absent from its marketing communications in recent years, and places the crown on its Guests, whose feedback continues to guide the brand’s decisions. From its Whopper by You platform, to inviting Guests to call or text President Tom Curtis to share their Burger King experiences, to elevating the iconic Whopper based on Guest input, Burger King is highlighting how Guest voices inspire its business.

“This campaign represents much more than a new ad - it reflects the transformation Burger King has been driving over the past five years,” said Joel Yashinsky, CMO, Burger King US & Canada. “The most important part of that journey has been truly listening to our Guests and the millions of people rooting for this brand. So it felt only right to officially hand them the crown.”

"When creating “There’s a new king, and it’s you” we knew for sure: this can’t just be another ad campaign. It needs to document the real, years long, story of co-creating the future of Burger King with Guests." said Matt McNulty, EVP and Ben Pfutzenreuter, Executive Creative Director of OKRP. "Whether that’s giving out the President’s phone number so guests could call him directly, innovating new packaging, processes, or even just better mayo based on their feedback, telling that story had to feel real, transparent, and human. Because it is."

For more information, to become a Royal Perks member, or to find your nearest restaurant, visit www.bk.com or download the BK® App. Be sure to follow @BurgerKing on Instagram, Facebook, X, and TikTok for the latest menu updates and more.

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ABOUT BURGER KING®

Founded in 1954, the Burger King® brand is a global quick service hamburger chain known for food quality and value and as the only place guests can get the iconic flame-grilled Whopper® sandwich. The Burger King system operates more than 19,000 locations in more than 120 countries and U.S. territories. Nearly all Burger King® restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. To learn more about the Burger King brand, please visit the official brand website at www.bk.com or the newsroom at news.bk.com, and follow us on Facebook, Instagram, X and TikTok.

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