Has the Burger King been dethroned? To be clear, we're talking about the mascot, not the fast food chain of the same name. TheStreet seems to think so, highlighting Burger King's choice to ditch the Crispin Porter + Bogusky ad agency that created the King and instead hiring McGarryBowen to create its new ads.
"We're reigniting the latent feeling that people have about Burger King," said Gordon Bowen of McGarryBowen. That no doubt will entail less of the King; during the mascot's reign, Burger King's market share fell from 15.6 percent to 14.2 percent within four years. During the same period, the market share owned by McDonald's grew from 43.6 percent to 46.8 percent. In the first quarter of 2011 alone, Burger King's same-store sales dropped some 6 percent from the previous quarter.
Do you think that dethroning the King will help Burger King recover?