MIAMI: Burger King's decision to drop the King mascot was applauded by PR executives, who said the fast food chain needs to shift its marketing strategy to promote its healthier food options.

Burger King said last week that it's getting rid of the King mascot, which became wildly popular in 2003 when the company launched a new ad campaign created by Crispin Porter + Bogusky.

Burger King is now working with its new agency, McGarryBowen, on developing a new marketing image with the goal of reaching ...