Burger King is reinventing its marketing strategy, shifting its target from teenagers to moms, hiring a new ad agency … and getting rid of the familiar “King” character that many customers find creepy, USA Today reports.
According to the story: “In a new ad campaign set to air this weekend, Burger King will nationally roll out the California Whopper on Monday, made with what’s arguably the gastronomic trend of 2011: guacamole. In a serious image twist, the entire commercial shows only the sights and sounds of the fresh ingredients being washed, sliced and diced. There are no words, just pulsating music.”
The No. 2 burger chain has been struggling lately, and is relying on a renewed focus on the freshness and healthfulness of its food, the story says. Plans for the next year include revamping the food, modernizing the stores and updating the company’s image.
Said Alex Macedo, Burger King’s senior marketing VP: “People want a reason to go back to Burger King. There are no plans to bring the King back anytime soon."
The King is dead.