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.


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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here