The encyclopedia · Advertising & PR · Marketing decision · 2026
Burger King Spain pulled El Xokas' menu days after the Grand King campaign launched
Two weeks after Burger King Spain's Grand King campaign launched, El Xokas' comments forced the brand to drop him and pull his Cheese Bacon Classic menu.
Burger King · El Xokas · 2026-07-16
What happened
In late June 2026, Burger King España launched its Grand King campaign around four Spanish internet creators — El Xokas, Marta Díaz, Marina Rivers and Peldanyos — each fronting a campaign element and a signature menu. El Xokas, the streamer Joaquín Domínguez, gave his name to the Cheese Bacon Classic.
Remarks made by El Xokas during the campaign period drew heavy criticism on Spanish social media and in the press. On July 16, 2026, Burger King announced the end of the collaboration and withdrew his menu. The company's statement said his statements 'do not in any way represent the values we defend as a brand.'
The Cheese Bacon Classic was removed from Burger King's offer, and the campaign continued without him. Burger King gave no financial figure for the cancellation; the episode became the reference in Spain for how fast a creator-fronted menu can disappear when the creator becomes a controversy.
Why it happened
- The campaign made one person's voice the product: when that voice drew criticism, the menu itself became the liability, and there was no middle ground between keeping it and keeping the campaign.
- Burger King framed the split as values, not contracts — by citing his statements in its announcement, the brand protected the rest of the campaign from the same scrutiny.
- A menu is quicker to remove than to build: weeks of production and promotion behind the Cheese Bacon Classic were written off in a single announcement.
The lesson
A creator who lands his own menu becomes the brand's risk surface: two weeks in, Burger King had to choose between one voice and everyone else. The menu died the same day the statement was drafted.
Aftermath
Burger King España launched the Grand King campaign in late June 2026 with four Spanish creators, giving streamer El Xokas his own Cheese Bacon Classic menu. After his remarks during the campaign drew criticism, the company announced on July 16, 2026 that it was ending the collaboration and withdrawing the menu, saying his statements 'do not in any way represent the values we defend as a brand.' The Cheese Bacon Classic disappeared from Burger King's offer. No financial figure was disclosed for the cancellation.
Sources
- Onda Cero — Burger King breaks with El Xokas and withdraws his menu after the controversy
- El Confidencial — Burger King withdraws El Xokas' menu
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