FANDOM


Burger King
IMG 20150215 144847

Year/Event debuted

2007 SCAW Tournament match 14

Championships earned

Status

released

The Burger King is a king character used as the primary mascot for the fast-food restaurant chain of the same name. Throughout the company's history, the king has undergone several iterations. The first iteration of the Burger King was part of a sign at the first Burger King restaurant in Miami, Florida in 1955. Later signs showed the King sitting on a "burger throne" as well as atop the BK sign while holding a beverage. In the early 1970s Burger King started using a small and animated version of the King called "Kurger Bing"[1] in its children's advertising, voiced by Allen Swift. In 1976, the original animated King was replaced by the "Marvelous Magical Burger King" which was a red-bearded and Tudor-era king who ruled the Burger King Kingdom and performed magic tricks that were mostly sleight-of-hand but sometimes relied on camera tricks or involved his "Magic Ring" which could summon copious amounts of food. The Burger King Kingdom advertisements were discontinued in the late 1980s in favor of the BK Kids Club Gang and other subsequent advertising programs.

When Miami-based advertising agency Crispin Porter + Bogusky took over advertising of Burger King in 2003, they created a caricatured rendition of the Burger King character from the Burger King Kingdom advertising campaign now simply called "the King". During the use of CP+B's new version of the Burger King, ads generated significant word of mouth for its new use of what various trade publications and Internet articles labeled "the Creepy King" persona, an appellation that BK came to favor and CP+B used in its ads. However, this iteration of the King failed to provide a consistent message regarding the company and its products prompting the company to terminate its relationship with CP+B upon the takeover of Burger King by 3G Capital in 2010 and announce the following year that the character would be retired.

Five years later, the company brought back the King in May 2015 with a paid appearance as a member of Floyd Mayweather, Jr.'s entourage before the Mayweather vs. Pacquiao fight. The next was an appearance in the grandstands at the 2015 Belmont Stakes, with the character standing behind Bob Baffert, the horse trainer of American Pharoah. The King returned in 2017 and onward in commercials promoting the new "Mac and Cheetos" and flame-grilled Whoppers.