Slump-hit Burger King drops mascot The King

Fast food giant Burger King has said it is retiring its mascot, “The King”, in an effort to turn around falling sales.

The chain is focusing its marketing on the freshness of its food rather than the funny-factor of its ads, which feature a man with an oversized plastic head who in recent TV campaigns has been shown peeping into people’s windows and popping up next to them in bed.