Experience ADWEEK House at Cannes, June 16-19. We’re celebrating 45 years of reporting with Now and Next—a creative opportunity for brands to define who they are and their future in the industry. Register .
Another page of corporate history was written this week when Big Boy, the storied quick-service chain whose double-decker burger preceded the Big Mac, fired Big Boy—or, at least, put him on indefinite hiatus.
The towering mascot will be replaced by a character named Dolly, a blond-haired bobbysoxer trotted out to help promote the brand’s hand-breaded chicken sandwich.
“Dolly has been a lifelong friend of Big Boy, but never the star,” marketing vp Jon Maurer said in a prepared statement.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in