Last year McDonald's freshened up Ronald McDonald's image, but now the chain has resurrected a beefed-up Hamburglar, a character the company hasn't been on TV since 2002.
The company teased the Hamburglar's comeback in a tweet this morning, asking "Is that who we think it is??!," linking to a teaser spot created by Golin. The Hamburglar also appears in an ad created by Leo Burnett for the company's new limited-time sirloin burgers.
Wait, is this who we think it is??! https://t.co/rc9xhQrAUi— McDonald's (@McDonalds) May 6, 2015
The former pudgy puppet has been updated to a fitter, more studly human Hamburglar. He's also apparently now married with children. "The Hamburglar is a suburban dad," said the company in a statement. "Previously, the Hamburglar had been living a quiet life until the release of Sirloin Third Pound Burgers, which lured him back into the public eye."
Here's a look at the old Hamburglar.
The company will also be using the new Hamburglar in various social-media efforts with the hashtag #RobbleRobble, a reference to the Hamburglar's gibberish catchphrase.
The move comes as the chain is trying to improve its ongoing sales decline. New CEO Steve Easterbrook earlier this week unveiled initial details of a turnaround plan that include a global reorganization and more franchised restaurants.