With sales lagging, Burger King is dethroning its bizarre bobblehead king mascot in favour of fresh ingredients, and everybody's favourite - guacamole.
A new advertising campaign slated to air this weekend centres around the California Whopper, a temple of Swiss cheese, bacon and that gooey avocado mash.
"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," USA Today reports.
The chain is jumping on the fresh and healthy bandwagon that has seen McDonald's mandate apple slices in its Happy Meals and push salads, oatmeal and yogurt parfait.
The measures have done little to placate health officials and critics scrutinizing McDonald's role in obesity, but Burger King is giving the healthy spin a try anyway.
The chain comes last when it comes to perceived fast food quality - dead last after McDonald's, Subway and even KFC, according to USA today.
Those perceptions -- and the creepy king ad campaign -- have been mirrored by slumping sales. Burger King now hopes to shed its teenage image, namely the edgy (read: inexplicable) Sir Mix-A-Lot/SpongeBob SquarePants mashups produced for the chain by ad agency Crispin Porter + Bogusky. The unfortunate ad campaign saw the scary masked king rump shaking, sneaking into beds and generally acting out.
"There are no plans to bring the King back anytime soon," said senior marketing vice president Alex Macedo.
Now if only McDonald's would drop Ronald already.
Will you be returning to Burger King?