Burger King ditches mascot for fresher image

The king has lost his crown, but he'll always have our hearts

That creepy plastic face that we’ve all come to know and love will soon be joining the ranks of other retired fast food mascots.

Burger King is expected to announce today that it will be launching a new ad campaign that replaces the creepy king with new, healthy images of fresh food. In addition, get ready for the California Whopper, complete with avocado, Swiss cheese, and bacon. No, not the lowest-cal ingredients, but certainly “healthier” than the traditional whopper.  

“Call it the Whole Foods effect,” Ron Paul, president of consulting firm Technomic, told USA Today. “Fresh is it.”

The move has most likely been a long time coming, as Burger King tries to keep up with the fresh trend that other chains have already initiated. In July, the fast food chain was recognized by the Economic Times for decreasing its trans and saturated fats in French fries between 1997 and 2008.

But why did Burger King have to lose its mascot to adopt a healthier image? Doesn’t the king like avocado?


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