BK reprises 'Have it your way'

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Burger King Corp., Miami, returns to a slogan it introduced in 1974 in a teaser campaign breaking this week for its Chicken Club sandwich. "Have it your way" is the tag on the spot that debuted last night on the Sci-Fi Channel. The tag departs from "When you have it your way, it just tastes better," introduced last month as part of a major advertising overhaul at BK. The "Just tastes better" theme has drawn poor reviews from observers and company insiders. It's unclear whether "Have it your way" is the new tag going forward. BK couldn't be reached for comment at deadline. The tag was developed by former agency BBDO Worldwide, New York. Ammirati Puris Lintas currently handles creative for BK's $404.6 million account.

Copyright September 1999, Crain Communications Inc.

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