Burger King 'Smile' by Pitch

Fast food chain's mascot returns for first time in 4 years

It's the return of the King in a new spot for Burger King by Pitch, Inc. for the fast food company's chicken nuggets.

The chain's King mascot hasn't graced television screens since 2011, though he appeared in the boxing ring at last month's Mayweather Pacquiao fight.

The monarch mascot's return follows KFC's resurrection of Colonel Sanders and McDonald's unveiling of hipster Hamburglar.

The ad also furthers the trend of fast food chains pushing chicken food items such as tenders and sandwiches— the result of rising beef prices because of droughts and demand overseas.

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