Burger King anger Belgium monarchy over competition to crown 'true ruler of the country'
Burger King anger Belgium monarchy over competition to crown 'true ruler of the country'
Burger King is in trouble with Belgium's monarchy over an advertising campaign asking Belgians to vote online to “crown” either the country's king or the global fast-food giant the true ruler of the country where the US brand will launch next month.
Representatives of Belgium's King Philippe have asked the local unit of Burger King, owned by Restaurant Brands International, to explain itself.
“We told them that we were not happy with them using an image of the king in their campaign,” palace spokesman Pierre-Emmanuel De Bauw said, adding that the monarch's image — he appears in cartoon form — could not be used for commerce.
Shana Van den Broeck, a spokeswoman for Burger Brands Belgium, said that the company is considering whether to make changes to the advertising.
“We are deliberating on how to proceed,” she said. “Should we make a change to our campaign we would communicate that.”
The animated advert, noting that King Philippe was crowned in 2013, announces the brand's launch in Belgium this month and asks: “Two Kings. One crown. Who will rule? comment now ...
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