New billboards replace burgers with fruit. Slogan: "McDonald's. But not as you know it."

NEW YORK (CNN/Money) - Uh oh! The "Golden Arches" have disappeared.

In an odd -- and temporary -- move, McDonald's billboard campaign that debuted Friday in the United Kingdom features a "golden question mark" instead of the iconic "M" logo.

What's the deal?

McDonald's (Research) spokesman Walt Riker told CNN/Money its patrons should rest assured that the golden arches will be back after a short hiatus of two weeks. It's all part of a gimmick aimed at changing consumer perception about the fast-food chain and promoting McDonald's as a provider of a healthy diet.

The billboards feature photographs of new menu items, including a bagel and cream cheese, a cappuccino, fruits and salads along with a question mark above the slogan "McDonald's. But Not as You Know It."

Riker said there are no plans to bring the campaign to the United States.

"The idea is to bring attention to these menu choices, such as porridge, bagels and fruit and toast," said Amanda Pierce, spokeswoman with McDonald's U.K. "The idea behind the question mark is to use innovative marketing to tease consumers to take a close look at what we're saying, and it seems to be working."

McDonald's said the promotional gimmick is just a two-week teaser.

Pierce said the chain also intends to drive home its new image by sending booklets to 17 million U.K. households. While McDonald's continues to enjoy a resurgence in sales in its U.S. restaurants, sales in Europe have yet to catch up.

In September, company sales at U.S. restaurants open at least 13 months rose 10.6 percent compared to a much slower 2.7 percent growth in Europe. Nevertheless, that's still an improvement over the 2 percent sales decline for the same period a year ago.

McDonald's said the introduction of a new "Salad Plus" menu of meal-sized salads in about 14 countries this year has helped to lift sales. A similar menu in the United States launched in 2003 helped revitalize its domestic sales.