In 2017, the Burger King fast food chain entered the market in Belgium. They launched their advertising campaign on the site, and offered users to choose a king. The vote was between Burger King and King Philip. Those who chose the monarch were highlighted “Are you sure? He will not fry you potatoes. ” The government did not like the fact that during this vote they used the image of Philip. But, nevertheless, the company was able to attract attention and successfully declared itself in the country.
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