Burger King drops The King character in the US

Burger King has ditched its brand mascot “The King” in the US in favour of a greater focus on its food credentials.

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The ad campaign is the first created by Burger King’s new US agency Mcgarrybowen, and will instead focus on the ingredients in the limited edition California Whopper, available in the US.

Alex Macedo, senior vice president of North America marketing at Burger King, says: “Our consumers tell us they love our great-tasting, high-quality food, and that’s exactly what we’re featuring in our new marketing and advertising.”

The move could signal the end of The King’s appearance in UK marketing.

The King was introduced into the fast food chain’s marketing in the UK for the first time last year, but the chain has since severed ties with its agency of seven years Crispin Porter & Bogusky, and appointed CHI & Partners to handle its £12m UK ad account.

It has also restructured its UK marketing team and is thought to have appointed former InBev and Unilever marketer Flavia Faugeres as its global chief marketing officer, following a period of consultation for the chain.

Earlier this year, Burger King named former McDonald’s marketer Jo Blundell as UK marketing director to replace Sarah Power who left in January.

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