Monday, August 22, 2011

Burger King retires its mascot to focus on food to boost sales

  • 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)

    FILE - In this May 18, 2006 photo, Burger King CEO John W. Chidsey, background center, …

PORTLAND, Ore. - The King is dead, but the burger lives on.

Burger King Corp. on Friday said it is retiring "The King" mascot, a man with an oversized plastic head and creepy smile who in recent years has been shown in ads peeping into people's windows and popping up next to them in bed.

The move is an effort by the struggling fast food chain to boost slumping sales by focusing its marketing on the freshness of its food rather than the funny-factor of its ads. It's rolling out a new campaign on Saturday sans The King to tout its fresh ingredients and new products like its California Whopper, which has guacamole.

"We won't be seeing The King for a while," Burger King spokesman BJ Monzon said Friday.

via ca.news.yahoo.com

Posted by at

No comments:

Post a Comment

Subscribe to: Post Comments (Atom)