Burger King Spain has ended its partnership with El Xokas after his recent statements about Ester Expósito. The influencer's menu has been withdrawn from the Grand King campaign. The decision follows public criticism and aligns with the brand's values.
Burger King Spain has abruptly ended its collaboration with El Xokas, removing his signature menu from the ongoing Grand King campaign. The decision comes after the influencer made controversial remarks about Ester Expósito, partner of footballer Kylian Mbappé, during a recent Twitch broadcast. The company cited a misalignment with its brand values as the reason for the termination.
The Grand King campaign, which last year surpassed one million menu sales, features prominent Spanish content creators competing with their own burger combinations. This year’s lineup included Marta Díaz, Marina Rivers, Peldanyos, and El Xokas. However, following a wave of criticism on social media, particularly on X (formerly Twitter), Burger King responded to calls to end its association with El Xokas by removing his Cheese Bacon Classic menu from all promotional materials.
In an official Instagram story, Burger King Spain explained that the influencer’s recent statements do not reflect the company’s principles. The brand apologized to anyone who felt offended by the collaboration and confirmed that the Grand King campaign would continue with the remaining three creators. The move underscores the growing scrutiny brands face when partnering with high-profile online personalities.
El Xokas, known for his provocative style, drew widespread attention after commenting on Ester Expósito’s political views, suggesting that attractiveness is outweighed by political differences. The backlash intensified when he referenced his Burger King deal to highlight his financial success, further fueling public disapproval. These incidents ultimately led Burger King to sever ties with the Galician streamer.
This episode highlights the increasing impact of social media on corporate partnerships in Spain. Brands are now more responsive to public sentiment, especially when influencer behavior risks reputational harm. The situation echoes recent trends in Spanish media, where the return of familiar figures, such as Pedro Blanco’s comeback to radio, as covered in a recent feature on the return of a well-known radio host, demonstrates how public perception can shape the direction of campaigns and collaborations. As digital personalities continue to play a central role in marketing, companies are increasingly vigilant about the values their partners project.
For context, Burger King’s Grand King campaign has become a significant marketing initiative in Spain, leveraging the popularity of social media influencers to drive sales and engagement. The swift removal of El Xokas from the campaign signals a broader shift in how brands manage reputational risks in the digital age. While the campaign will proceed with the remaining participants, the incident serves as a reminder of the delicate balance between influencer marketing and corporate responsibility in Spain’s evolving media landscape.
