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.

/e/n/m/burgerking160.jpg

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.

Recommended

/w/r/j/glamourloveit160.jpg

Women invest in monthly mags over weeklies

Lara O'Reilly

ABC: Women are choosing to invest in larger and the less frequently published lifestyle titles rather than celebrity and fashion weeklies as the biteback from the recession continues to take its toll on magazine readers.

Foursquare: Loyal following

How to build loyalty

Marketing Week

Finding new, innovative ways to gain customer loyalty has never been more urgent for retailers as they suffer huge falls in profit. However, “the evolution of loyalty” (Data Strategy, MW last week) misses a trick when referring to the old and tired strategy of instore spending and points reward. This is no longer enough as […]

Comments

    Leave a comment