The king is dead, long live the king.
Not words your likely to hear at Burger King however who are losing its long-time mascot so it can refocus its marketing to reach new customers.The spooky Burger King 'King' is retiring after many years of service along with a makeover of the struggling food chain as it joins what seems to be a growing trend among the world's junk food providers by offering a healthy menu.
Dethroned: Burger King are getting rid of their creepy mascot 'The King' in a new image makeover for the struggling chainChange: Burger King are trying to attract different customers in their new marketing strategyAs well as dethroning the king, they are getting rid of anything else aimed at targeting their previous audience - teens and dads.


Now they are focusing on a customer they had all but forgotten - mothers.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. More...Do you want flies with that? Burger King had so many insects inspectors were 'scared to open their mouths'[/*][/list]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.Competition: Burger King sales were down six per cent in the first quarter, while McDonalds were up almost three per centThe chain will nationally roll out the California Whopper on Monday, made with guacamole.
In a serious image twist, the entire commercial shows only the sights and sounds of the fresh ingredients being washed, sliced and diced. There are no words, just pulsating music, according to USA Today.

Alex Macedo, senior marketing vice president for the fast-food chain said: 'People want a reason to go back to Burger King.It is hoped that the image makeover will help their struggling sales, which were down six per cent in the first quarter, while McDonalds were up almost three per cent.


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