"We are not amused": Belgian monarchy angered by Burger King

Elizabeth Williams
May 30, 2017

Burger King is in trouble with Belgium's monarchy over an advertising campaign asking Belgians to vote online to "crown" the global fast-food giant the true ruler of the country where the USA brand will launch next month.

If you visit WhoIsTheKing.be, you're greeted with the words: "Two Kings.

Vote now." Burger King lets you vote for either, well, Burger King or Belgium's King Philippe. Those who choose Philippe are asked twice whether they are sure, on the first occasion the yes option is tiny and when they are asked again the yes option darts around the screen. One crown. Who will rule?

When users choose King Philippe again they cannot click on the "Yes" button because it moves around the screen. After casting your ballot, you're asked several times if you're sure and reminded that Philippe "won't cook you fries".

It's safe to say that King Philippe is not amused.

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The Belgian royal family on Saturday rapped Burger King over an online advertising campaign suggesting a new "king" for the European nation.

Royal spokesman Pierre Emmanuel de Bauw told AFP that they disapprove of this approach and that the monarchy has contacted Burger King.

'The use of the King's image is subject to authorisation, ' the spokesman added.

Burger Brands Belgium spokeswoman Shanna Van den Broeck said the company is "deliberating on how to proceed" with the campaign.

Other reports by VgToday

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