Burger King Says New Commercials Won’t Use the King Mascot
This article is for subscribers only.
Burger King Holdings Inc. will air new commercials that won’t feature its mascot, The King, as the hamburger chain gears its advertisements to appeal more to families.
“Our marketing strategy and marketing approach has changed, and as a part of that, the King will not be used,” Miguel Piedra, a company spokesman, said in a telephone interview today. The television commercials will start this weekend and “will not feature the King,” he said.