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Burger King Ditches King Mascot

Finally! Burger King's Dethroned Its Weird Monarch Mascot

The king is dead! At least in the world of Burger King commercials. Today, the number-two fast food restaurant announced that it's canning that creepy, crowned character that's been in commercials since 2003.

The reason? "Our new marketing approach is more food-centric," BK spokesperson Miguel Piedra explained. In place of the king's odd but humorous appearances, new Burger King commercials, which air this weekend in conjunction with the limited-time rollout of the California Whopper, will feature no words — just pulsating muzak and action shots of avocados, tomatoes, lettuce, and beef being prepped.

The new focus on fresh reflects the struggling chain's attempt to catch up with the competition at a time when consumers are less focused on value and more on healthy choices, food quality, and food safety. We're glad to hear this: "That king looks like something out of my nightmares," Katie once remarked. I agree; the oversized, smiling plastic head has always really given me the heebie-jeebies. Do you feel the same way?

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