Burger King is Assessing Its Creative and Advertising Campaigns in the United States
In a significant move aimed at boosting sales and franchise profitability, Burger King has announced a marketing reset and a review of its global and media agencies of record (AORs). This decision is part of the company's multi-year "Reclaim the Flame" plan, which includes a substantial investment of up to $700 million through 2028 for advertising and digital efforts, as well as restaurant remodels and operational upgrades [1].
The need for this marketing reset can be traced back to operational performance, particularly the observation that company-operated stores have been outperforming franchisees in terms of same-store sales growth. This indicates the brand's strong potential when marketing, operations, and image align well [3]. The review of global and media AORs is likely intended to ensure effective support for Burger King's revitalization plan [1][3].
Restaurant Brands International, Burger King's parent company, also oversees Tim Hortons and Popeyes. The media account for all three brands is also up for review [2]. However, as of August 2025, the specific agencies involved or under consideration in this review have not been disclosed.
It is worth noting that Horizon Media has been Burger King's media AOR since late 2013 [4]. The current review suggests that Burger King is examining its existing partners globally and in media to align with the ambitious investments and strategic realignment in its U.S. operations.
The "Reclaim the Flame" plan is a strategic initiative designed to revitalize the Burger King brand and enhance customer experience. The plan is expected to drive sales growth and improve franchisee profitability, making it a crucial step in Burger King's ongoing journey towards growth and success.
[1] https://www.franchising.com/news/20220511_burger-king-announces-marketing-reset-review-of-agencies-of-record [2] https://adage.com/article/agency-news/burger-kings-media-creative-agencies-review/2349258 [3] https://www.franchiseupdate.com/news/20220601_burger-kings-u-s-sales-jump-as-company-outpaces-franchisees [4] https://adage.com/article/agency-news/burger-kings-media-agency-review/2349258
- Burger King's decision to review its global and media agencies of record aligns with the company's "Reclaim the Flame" plan, a strategic initiative aimed at enhancing technology in advertising and digital efforts, which also includes substantial investments for restaurant remodels and operational upgrades.
- Given the need for effective business support in Burger King's revitalization plan, the review of media AORs, overseen by Burger King's parent company Restaurant Brands International, also includes an examination of partners for Tim Hortons and Popeyes, demonstrating a focus on technology and efficiency across all brands.
