Burger King Ditching King Character, Changing Image

September 27, 2013 Updated Aug 19, 2011 at 1:25 PM EDT

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Burger King Ditching King Character, Changing Image

September 27, 2013 Updated Aug 19, 2011 at 1:25 PM EDT

(USAToday.com) Burger King is ditching its King.

The fast-food giant is set to announce it is dethroning its distinctive mascot as part of a new ad campaign focusing on fresh and healthy food that is set to launch this weekend, according to a USA Today report.