The economy's so tough that even Burger King's mascot is getting a pink slip.

As part of a plan to reinvent itself over the next year, fast-food chain Burger King is about to dethrone its creepy King character.

The struggling burger chain is planning to ditch the odd character who has starred in its recent television campaign — plus other wacky marketing targeted at teens — and will instead focus on selling its food to moms, according to a report in USA Today.


The focus is turning to the food, instead.

In a new ad campaign that will air this weekend, Burger King will show only the sights and sounds of fresh ingredients being washed, sliced and diced, the newspaper said, adding that there are no words — just pulsating music.