Burger King had dark reason why it had to ditch 'Creepy King' mascot

For much of the 2000s, Burger King’s advertising was dominated by an unsettling figure with a frozen plastic grin, otherwise nicknamed the 'Creepy King'.

The mascot, who first started appearing in 2004, starred in a series of bizarre and surreal commercials, and has now become a viral internet sensation for the fast food chain.

Whilst he might have originally meant to be harmless, the internet was quick to react to the mascot and it did not go down well.

After seven years, Burger King eventually made the decision to retire him but it's only now that the reason why is being fully revealed.

Burger King's 'Creepy King' was the mascot for seven years before being retired (Getty Images/Evan Agostini)

At a recent franchise convention, Burger King CMO Joel Yashinsky admitted that the Creepy King was scaring away an important demographic for the fast food chain, which was families with young children.

He explained: "We had a number of learnings from Creepy King, and we’ve moved away from him because he had limited appeal."

The mascot’s eerie appearance, lodged firmly in the 'uncanny valley,' unsettled kids who might otherwise have been drawn in by the chain’s menu and atmosphere.

While adults online may have found him hilarious, parents weren’t laughing and even worse they weren't coming to Burger King instead choosing a competitor by instead going to McDonald’s.

With its beloved Happy Meals and iconic family friendly characters, McDonald’s captured the market Burger King was pushing away and between 2004 and 2011 McDonald’s surged ahead in average unit volumes.

Now, Burger King is making a deliberate pivot back to its roots as a family brand.

Yashinsky explained: "At our heart and soul, we were always a family brand. So you will see that in the work we do, from advertising, from social media — a brand that’s welcoming and fun, but not at anyone’s expense."

As part of this shift, Burger King is revamping its in-store play areas for children under 10 with new designs featuring castle inspired turrets, tunnels, slides, ball pits, and viewing windows as the fast food chain aims to create a playful, inviting environment for families.

While nostalgia (and memes) may keep the Creepy King alive on the internet, Burger King is making clear that its future lies elsewhere. The brand is hoping to compete more directly with McDonald’s and reclaim ground lost during the 'Creepy King' years.

Burger King is aiming to become more family friendly. (Getty Images/NIKLAS HALLE'N / Contributor)

The new focus on being family friendly also comes as Burger King launches its Halloween menu for October, with kid-focused options including Mummy Mozzarella Fries, Vampire Nuggets, Franken-Candy Sundae and Jack-O-Lantern Whoppers.

Alongside the new menu launches, the fast food chain has also given its kids' meals a spooky makeover and the Burger King Jr Meal Toys will feature Scooby-Doo and the Mystery Gang. There are six to collect, with one in every meal.

Burger King is also offering a special-edition King Jr. Meal for Halloween, featuring the aforementioned Vampire Nuggets and collectible toys.

Joel Yashinsky, Chief Marketing Officer, Burger King US&C, said about the new launch: "BK fans have come to expect something spirited from us during the Halloween season, and each year we try to bring even more fun to families.

"This year, we’ve dialed up the fun and flavor, not only with our ‘Monster Menu’ line-up complete with themed menu innovation, packaging and a special crown, but also with collectible buckets and Scooby-Doo toys – creating even more experiences for everyone."