McDonald's is to scrap its distinctive 'golden arches' logo in its British advertising as the global hamburger chain seeks to reinvent itself as a promoter of healthy eating habits. According to the British advertising magazine Marketing, the arches are to be replaced in a poster campaign due to begin this week with a golden question mark over the words 'McDonald's. But not as you know it' and photographs of fruits, salads and free-range eggs. The campaign will also see glossy pamphlets dropped into the letter boxes of 17 million British homes. Sales at McDonald's in British outlets fell by GBP60 million (HK$837 million) last year amid criticism that its conventional fare was contributing to an epidemic of obesity. The chain recently introduced its salad-based Happy Meal to the British market, but has come under further pressure with the release of the film Super Size Me, which shows the health of director Morgan Spurlock steadily deteriorate as he lives on an exclusively McDonald's diet for a month.