Long live 'The King!' Burger King has dethroned its mascot 'The King,' in an effort to switch up its ad campaign which will focus more on the food and its preparation from fresh ingredients, according to a Burger King spokesperson.

The fast food chain plans to shift its gears beginning this weekend to focus more on the burgers and its shift to healthy ingredients rather than having a mascot.

We won't be seeing The King for a while, a Burger King spokesman said to the AP. That's not to say that in the future, we don't introduce him in some other form. But our new marketing approach is more food-centric.

The new ad to begin this weekend will feature the latest California Whopper made with fresh guacamole. According to Forbes, the ad will feature the food preparation process, from the washing, to the cooking.

The refocused marketing campaigns comes just a few months after Burger King switched advertising agencies.

Burger King, the number two fast food company, has been suffering from declining sales in comparison to its competitor, McDonald's whose profits have been increasing year after year.