MIAMI - Last week, Burger King revealed its new menu. On Friday, the fast-food chain sidelined its King character in favor of a new marketing approach designed to attract mothers instead of teenagers and young adults, USA Today reports.

Over the weekend, Burger King launched a new, national campaign that features its California Whopper, which is in stores today. The burger features guacamole, one of the hot trends of 2011. Only fresh ingredients€"washed, diced and sliced to music€"are visible during the commercial for the California Whopper.

"Call it the Whole Foods effect," said Ron Paul, president of Technomic. Other retailers focusing on fresh food include Target, Subway and 7-Eleven. "Fresh is it."

Burger King has a new leader, ad agency and marketing head in an effort to turn around sagging sales. "People want a reason to go back to Burger King," said Alex Macedo, the chain€™s senior marketing vice president.

To lure customers back, Burger King will focus on food, revamping stores and freshening its image, which includes not having the King in any promotions. "There are no plans to bring the King back anytime soon," said Macedo.

The chain has an uphill battle, as it is behind McDonald€™s, Subway and KFC in terms of perceived fast-food quality, said Robert Passikoff, president of Brand Keys. "There was a time when price value was king," he said. "Now, healthy choice and quality drive the category."