 However, the use of the king failed to provide a consistent message regarding the company and its products.Upon the take over of Burger King by 3G Capital in 2010, the company terminated its relationship with CP+B and in August 2011 Burger King announced that character would be retired as the primary mascot for the brand.The Subservient Chicken was an advertising program starring a costume chicken character to promote Burger King's TenderCrisp chicken sandwich and their "Have it Your Way" campaign.