Burger King Gives Up the 'King' in Its Name Following Belgian Royal Family Shenanigans

Campaign Sees Abbreviated Run After Upsetting Royal Family

Published On
Jun 01, 2017

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Earlier this week, Burger King, with the help of Buzzman Paris, angered Belgium's royal family with a campaign that asked consumers to decide, by June 19, who was the king -- the restaurant, or the country's monarch, King Philippe? It seems the decision has come early, in King Philippe's favor, as Burger King Belgium has dropped the latter part of its name.

The effort, meant to promote BK's arrival in Belgium in June, sent viewers to http://whoistheking.be/, where they could vote between BK and the royal, his name spelled out in full, atop his cartoon likeness. Those who chose the latter would then see questions like "Are you sure? He won't be the one to cook your fries."

Soon after, reports came flooding in about the royal family's displeasure with the stunt. Its spokesman Pierre Emmanuel de Bauw told the BBC, "We disapprove of this approach. Since it is for commercial purposes, we would not have given our authorization."

Perhaps that's what led to the campaign's abbreviated run. According to Buzzman, the results of the vote showed a "narrow majority," with 51% in favor of King Philippe, and 49% supporting Burger King. "The brand always respected the people's choice and must face the harsh truth," the agency statement said.

The "King" in the company's logo was removed from the campaign site and BK Belgium's Facebook page. Plans to open the restaurant are still going forward, so we're eager to see if BK is brave enough to put this new "logo" onto the signage as well.