Burger King abandoned ‘Creepy King’ Mascot after Families Fled to McDonald’s
MIAMI, FL – Burger King discontinued its “Creepy King” mascot campaign after determining the character alienated families with young children, leading to a meaningful loss of market share to McDonald’s, according to a recent report from Restaurant Buisness. The fast-food chain is now refocusing on a family-amiable brand identity, including revitalizing play areas for children under 10.
The Creepy King, introduced seven years prior, was intended to appeal to adults. However, Burger King executives found the mascot’s unsettling appearance drove families towards competitor McDonald’s and its popular Happy Meals. During the seven-year period the Creepy King was featured, McDonald’s experienced considerable growth in average-unit volumes, a gap that persists today.
despite the initial marketing misstep, the Creepy King gained significant traction online, becoming a widely circulated meme. Burger King occasionally revived the character for limited-time advertisements capitalizing on its viral popularity.
“at our heart and soul, we were always a family brand,” stated Burger King’s Chief Marketing Officer, Tom Yashinsky, explaining the strategic shift. “So you will see that in the work we do,from advertising,from social media,a brand that’s welcoming and fun,but not at anyone’s expense.”
The new play area designs feature a castle theme with turrets, tunnels, viewing windows, slides, and a ball pit. The Creepy King will not be incorporated into the updated spaces.
