Burger King is planning a radical change in its advertising strategy that will end the surprisingly long reign of its creepy King mascot. The fast food chain is jumping on the trend of touting how fresh its food is—its latest campaign, launching this weekend, advertises its new guacamole-topped “California Whopper” with wordless images of vegetables being washed and chopped, USA Today reports.
Burger King recently got new owners, and with them a new CEO and a new ad agency. That agency, McGarryBowen, is essentially the antithesis of its last one, the edgy Crispin Porter + Bogusky. “We're re-igniting the latent feeling that people have about Burger King,” McGarryBowen’s chief creative officer says. A Burger King marketing executive says they’ll spend the next year improving their food and burnishing their image, adding that “there are no plans to bring the King back anytime soon.”