Purveyor of burgers to the planet, McDonalds is having a little local difficulty in the UK.

The company's famous golden arches are being dismantled as part of a new ad campaign to persuade British gourmets there is more to the brand than simply fat.

National poster ads, created by agency Leo Burnett, will show a golden question mark where the arches formerly stood, together with the strapline: "McDonald's. But not as you know it."

They will feature fruit, bagels with cream cheese and, inevitably, salads, as some of the new-fangled treats awaiting customers in the restaurants. There is also a seventeen million home mail-drop planned.

The ads are one strand in a strategy that seeks to re-position McDonalds as a hybrid of coffee bar empire Starbucks and high class sandwich seller Pret a Manger.

The fast food colossus has seen pre-tax profits fall to £23.6m ($41.6m, €33.5m) in the UK, the lowest since the first McDonald's restaurant opened its doors in the country thirty years ago.

Data sourced from BrandRepublic (UK); additional content by WARC staff