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Burger chain drops ‘The King’
ASSOCIATED PRESS
Photo
FILE - In this May 18, 2006 photo, Burger King CEO John W. Chidsey, background center, watches as"The King" mascot of Burger King Corp., arrives at the New York Stock Exchange in New York. Burger King's spooky "The King" mascot is retiring so the struggling burger chain can refocus its marketing to reach new customers. The mascot has been around for years, but recently has become a more prevalent and somewhat creepy presence in ads. The fast food chain, which has suffered declining sales, will roll out a new advertising campaign this weekend sans "The King" that will focus on its burgers. (AP Photo/Richard Drew)
Associated Press
PORTLAND, Ore.
The king is dead.
Burger King’s spooky “The King” mascot is retiring so the struggling burger chain can refocus its marketing to reach new customers. The mascot has been around for years but recently has become a more prevalent and somewhat creepy presence in ads — showing up in people’s beds and peeping in their windows.
The fast-food chain, which has suffered declining sales, will roll out a new advertising campaign this weekend that will focus on its burgers sans “The King.” The campaign is the first since Burger King switched advertising agencies in July.