Burger King Mascot Retiring
Strange, spooky King to be replaced as struggling chain looks to grab new customers
August 21, 2011
MIAMI (AP) -- 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 sans "The King" that will focus on its burgers. The campaign is the first since Burger King switched advertising agencies in July.
"We won't be seeing The King for a while," a Burger King spokesman said.
© 2011 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed. Learn more about our Privacy Policy and Terms of Use.