Two-and-a-half months after taking over for CP+B as BK’s AOR, McGarryBowen is getting down to business and rolling out a new campaign promoting the guac-infused California Whopper. One thing that will be noticeably missing, though, is the eponymous mascot for the fast-food chain, which is being shelved as the brand is now turning its focus to moms as its target audience.

USA Today offers a description of the new Burger King campaign, which is set to roll out this weekend (we’re reaching out to McGB to get assets as we speak). Here you go: “In a serious image twist, the entire commercial shows only the sights and sounds of the fresh ingredients being washed, sliced and diced. There are no words, just pulsating music.” Apparently, BK’s tired of “edgy” and is ready to emphasize, er, fresh and healthy. In a statement to the trade, the company’s senior marketing VP Alex Macedo says, “People want a reason to go back to Burger King,” which is why the chain is “modernizing” its stores and undergoing an image overhaul. Macedo solidifies things by adding, “There are no plans to bring the King back anytime soon.” Goodbye, creepy monarch, we hardly knew ye. Well, at least McDonald’s is trying to somewhat keep it real.