<P> Since it was founded in 1954, international fast food chain Burger King has employed many advertising programs . During the 1970s, its advertisements included a memorable jingle, the inspiration for its current mascot the Burger King and several well - known and parodied slogans, such as Have it your way and It takes two hands to hold a Whopper . From the early 1980s until approximately 2002, Burger King engaged a series of advertising agencies that produced many unsuccessful slogans and programs, including its least successful campaign, Where's Herb? . </P> <P> In 2003, Burger King hired the Miami - based advertising agency Crispin Porter + Bogusky (CP + B), which revived the Burger King character used during Burger King's 1970s and 1980s Burger King Kingdom advertising campaign as a caricature now simply called "the King". CP + B also created a series of viral web - based advertisements to complement its television and print promotional campaigns on various social networks and various Burger King corporate pages . These viral campaigns, other new campaigns and a series of new product introductions, drew both positive and negative attention to Burger King and helped TPG and its partners earn approximately US $367 million in dividends . After the late - 2000s recession, Burger King's owner, TPG Capital, divested itself of the chain in 2010; the new owner, 3G Capital, ended its relationship with CP + B and hired McGarryBowen to begin a new campaign targeted on a broader demographic . </P> <P> Burger King successfully partnered with George Lucas's Lucasfilm to promote the 1977 movie Star Wars, one of the first product tie - ins in the fast food industry . The company's most successful tie - ins were those between the 1990s and early 2000s, with successful campaigns involving Disney's animated films, including Beauty & the Beast and Toy Story, and the Pokémon franchise in 1999 . </P> <P> Pillsbury acquired the Burger King business in 1967, and a year later, BBDO were signed on as the company's advertising agency . The relationship continued until July 1976 . From 1974, Burger King ran a series of much - lampooned but successful television commercials in which employees sing: "Hold the pickles, hold the lettuce . Special orders don't upset us . All we ask is that you let us serve it your way!" This advertising strategy aimed to contrast Burger King's flexibility with McDonald's famous rigidity . This theme has been reiterated in subsequent advertising campaigns . BBDO were believed to have been dropped because of their inability to originate a successful new campaign following their "Have It Your Way" campaign . </P>

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