Burger King Fires the "King"
The fast food chain will part ways with its big-headed mascot as it looks to reinvent itself.
| Posted Friday, Aug. 19, 2011, at 3:17 PM ET
The King is dead.
Well, at least if we’re talking about that rather creepy, big-headed mascot that has been at the center of Burger King’s recent marketing campaign.
On Friday, the fast food chain announced that it was parting ways with Crispin Porter + Bogusky, the edgy ad agency that created the current incarnation of the Burger King mascot.
USA Today reports that the end of the King’s reign is a done deal and will likely be made official sometime soon, possibly later Friday. The move is the first of many steps Burger King will likely take over the next year to recast itself in a more health-conscious image.
In a new ad campaign set to begin this weekend, BK will unveil its California Whopper, which will be the latest fast food fare to include guacamole. “In a serious image twist, the entire commercial shows only the sights and sounds of the fresh ingredients being washed, sliced and diced,” USA Today reports. “There are no words, just pulsating music.”
Will you miss the King? Take to the comments and let us know. In the meantime, here’s one of the creepier King appearances that will haunt our dreams for years to come. (This particular TV spot aired only in the U.K. – via Eater.)
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