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Burger King freshens advertising campaign, kicks out the King

BURGERKING Down with the King. Burger King is overthrowing its bizarre monarch mascot and swearing allegiance to a new character: its food.

What a concept. The struggling fast-food chain’s new advertising campaign, launching this weekend, will focus adoringly on the preparation of fresh ingredients rather than the King's odd antics, the company said.

The migration to healthy menus is a move being taken by most of Burger King’s competitors. Restaurants that once reveled in fatty dishes served up in huge portions are increasingly offering smaller, low-calorie plates.

And on Monday, Burger King will roll out its new, guacamole-filled California Whopper burger nationwide.

The accompanying advertisements from the McGarry Bowen firm will feature lush images of avocados, tomatoes, lettuce and beef. In such a body-conscious realm, there seems to be no place for a plasticized sovereign derided by many customers as creepy instead of edgy.

“That’s not to say that in the future, we don’t introduce him in some other form,” said spokesman Miguel Piedra. “But our new marketing approach is more food-centric.”

Besides, the King has long been usurped by a clown named Ronald. McDonald’s pulled in $1.4 billion in net income in its second quarter, a 15% increase year over year. Burger King’s net income slipped 13% in its second quarter to $42.8 million.

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-- Tiffany Hsu

Photo: A poster with Burger King's outgoing mascot is displayed at a restaurant in Salt Lake City. Credit: Douglas C. Pizac / Associated Press

 
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