Modern Marketing

Burger King ‘abdicates’ title in wake of row with Belgium’s royal family

By John Glenday | Reporter

June 1, 2017 | 3 min read

Burger King has opted to ditch its regal title in the wake of global controversy surrounding a cheeky advertising campaign which invited the public to choose between King Phillipe of Belgium and a Whopper burger when asked ‘Who is the king?’

The public poll saw voters select the Belgian head of state by a slender majority of 51% to 49% forcing the fast food chain to ‘abdicate’ its hold on the regal title by rebranding itself simply as ‘Burger’.

In a statement the fast food chain explained: “The brand always respected the people’s choice and must face the harsh truth. As a consequence, Burger King gives up its title and withdraws it from its logo.”

Burger King

Burger King ‘abdicates’ title in wake of row with Belgium’s royal family

The creative stunt was overseen in collaboration with French ad agency Buzzman, who created a rigged poll via a custom website which made it impossible to choose Phillipe over the meaty sandwich by repeatedly asking royal fans to reaffirm their decision before ultimately shrinking the ‘oui’ button and flying it off screen.

The Belgian royal family were angered by the use of Phillipe’s image in the campaign with a palace spokesperson confirming they had communicated their displeasure to the company directly.

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Belgium was chosen for the global fast food chain’s latest marketing drive ahead of the opening of its first restaurant in the country later this month.

Burger King has previously relied on melodramatic movie trailers to promote its Whopper meals.

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