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Change of throne: Burger King handed out 10,000 royal crowns on historic day


Burger King


Creating positive attention without stealing focus

01 Task

January 14, 2024 was a historic day in Denmark. Queen Margrethe II abdicated after 52 years and passed the throne to her son King Frederik X. It was a day that was celebrated with public festivities and attracted international attention. 

Burger King wanted to participate in the big event with an activity that contributed to the good atmosphere, but without stealing the focus from the important moment when King Frederik X became Denmark's new regent. 

What was needed was a quirky idea that could create visibility and break through the media wall on a day when many brands wanted to celebrate the new king.

02 Solution

Thousands of Danes planned to make their way to Christiansborg, where King Frederik X was to be proclaimed the new king of Denmark. Beforehand, many had prepared for the celebration and bought royal crowns, but soon the country's shops announced that the royal crowns were sold out!

We produced 10,000 of Burger King's iconic royal crowns and handed them out to everyone who wanted to celebrate the new king. However, with one small but important change: Burger King's familiar logo was removed to honor their new royal co-king King Frederik X on the big day. 

The presentation of the royal crowns was covered on Burger King's own social media. At the same time, we developed a press strategy that ensured coverage with interviews and photo series in relevant Danish and foreign media.


10,000 royal crowns were snatched up in just a few hours, and the entire cityscape
saw Danes wearing Burger King's royal crown.

10+ editorial mentions across Danish media.

Visibility across thousands of social media posts , news articles,
LIVE broadcasts and international coverage of
the event.

No items found.

Want to hear more?

Esben Berg Nielsen

+45 26 36 81 22
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Esben advices a number of our IT and tech clients. Esben holds a degree in communication from the University of Copenhagen and has a bachelor in Danish. He is also a co-owner of gallery VESS in Vesterbro.


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