Burger King ad strikes nerve with Belgian monarchy

Fast-food giant Burger King is in hot water with the Belgian royal family after an ad campaign asks, “Who is the king?”

Reuters reports Burger King, which is set to launch in Belgium next month, is asking Belgians to vote online to “crown” the true ruler of the country. If a voter should vote for King Philippe, a series of questions like, “Are you sure…? He won’t cook you fries,” follows.

Palace spokesman Pierre-Emmanuel De Bauw said, “We told them we were not happy with them using an image of the king in their campaign.”

Burger King says the company is deliberating on how to proceed.