Burger King Drops “The King” from its Brand and Advertising

In a departure from its branding for the past several years, fast food chain Burger King will be dropping the “King” from its ad campaigns. Instead the company will focus its ads more on its food.

There is no proposed change to the name of the restaurant chain but rather a removal from the “King” character which has been used in ads in the past few years. For many the character can best be described as “creepy.”

In television ads the character often appeared in bedrooms and other areas in a somewhat stealthy manner. Feedback and dropping sales indicated that the character and the campaign were not working well for the company.

Last month the food chain changed its advertising company and is redirecting its focus. In addition to the change of character, the Burger King will also change its focus on appealing to teens and young people with gimmicks and toys. Instead the new plan will focus on food quality and providing better value to its consumers.