Burger King has asked the people of Belgium to choose between the country’s King Philippe and the company’s mascot, and the Belgian royal family is not pleased.
The Burger King ad, on whoistheking.be, asks those who choose Philippe: “Are you sure? He won’t be the one to cook your fries.”
A spokesman said the use of the king’s image, which is depicted in a cartoon, must be approved by the royal family, but they had not been asked, the BBC reports.
“We disapprove of this approach,” royal spokesman Pierre Emmanuel de Bauw said.
Burger King didn’t immediately respond to a request for comment, but a spokesperson told the BBC that the company had not heard anything from the family.
The campaign is meant to plug the chain’s first-ever store in the country, which will open its doors in late June, Mashable reports.