MIAMI – Burger King marketing officials announced the retirement of its iconic “King” mascot as part of an overall strategy makeover focused on Moms, according to a report published in USA Today. As part of the campaign, on Aug. 22, Burger King will nationally roll out its limited-time offer California Whopper, which will promoted in the coming days.

The first ads tout the California Whopper ($4.49, with guacamole, Swiss cheese and bacon) and the company’s re-introduction of its Breakfast Croissan'wich. Industry experts feel the California Whopper is testament that Burger King is joining the fresh-and-healthy-food craze.

Change has been a constant for Burger King in recent years. It is operating under new ownership, as well as a new CEO, marketing chief and agency. Burger King's new agency, McGarryBowen, is a sharp contrast to its former, edgier agency, Crispin Porter + Bogusky.

These latest moves are designed to help bolster the business, which has suffered as of late. Burger King’s same-store sales were down 6 percent in the first quarter, while McDonald's were up nearly 3 percent, according to Technomic. Regarding perceived fast-food quality, Burger King lags behind McDonald's and others.