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NEW YORK (TheStreet) -- Burger King dethroned "The King" after launching his eight-year reign in 2003 -- the same year McDonald's (MCD) - Get McDonald's Corporation (MCD) Report launched its "I'm lovin' it" campaign -- after its edgy marketing proved unsuccessful against the Golden Arches. Since then, McDonald's stock is up nearly 300% while BK faltered and was taken private in 2010.

Burger King will replace its royal advertising pitch with a focus on healthier eating, rolling out a new national ad next week featuring the guacamole-adorned California Whopper. The commercial will feature no words, only music, with images of the burger's ingredients being washed and prepped.

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The move speaks to the ineffectiveness of the

King character

, viewed by many as creepy, and alienating to moms and kids. Burger King dropped its former ad agency, Crispin Porter + Bogusky in favor of McGarryBowen, which designed the new ads being released next week.

"We're re-igniting the latent feeling that people have about Burger King," Gordon Bowen, chief creative officer at McGarryBowen, told

USA Today


The King campaign was not even able to maintain a loyal following among its targeted audience -- teens and 20-something men; Burger King's market share fell to 14.2% from 15.6% in the first five years after the King's crowning, while rival McDonald's saw its market share grow to 46.8% from 43.6%, according to restaurant industry consulting firm Technomic. In the same time period, McDonald's booked average yearly sales growth of 6.3%, while Burger King's growth amounted to just 2.9% annually. And in the first quarter of this year Burger King saw same-store sales -- or sales at stores open at least one year, a closely watched metric in the restaurant industry -- decrease 6% while McDonald's same-store sales rose almost 3%.

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But ditching the King in favor of guacamole and a focus on fresh, healthier ingredients also highlights what Technomic president Ron Paul calls "the

Whole Foods


effect," where "fresh is it," he told

USA Today

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Even McDonald's recently cut the fries portion by more than half and added apple slices to its iconic Happy Meals. A number of restaurant companies -- including

Krispy Kreme Doughnuts



Dunkin' Donuts

(DNKN) - Get Dunkin' Brands Group, Inc. Report



(SBUX) - Get Starbucks Corporation Report

-- have been adding what they deemed healthier food options to their menus as they look to keep up with consumer interests in healthfulness and well-being.

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-- Written by Miriam Marcus Reimer in New York.

>To contact the writer of this article, click here: Miriam Reimer.
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