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thedailywhat:

End Of An Era of the Day: Burger King announced today that it will be ditching its creepy king mascot in favor of a more mom-centric marketing angle.

Its first post-king ad campaign, set to begin airing this Monday, will introduce the California Whopper — the fast-food chain’s familiar flagship sandwich with the addition of guacamole. The ad will focus exclusively on the freshness of the meal’s ingredients.

“There was a time when price value was king,” Brand Keys president Robert Passikoff is quoted as saying. “Now, healthy choice and quality drive the category.”

[usatoday.]