Burger King Spain has pulled El Xokas’s signature menu from the ongoing Grand King campaign, ending its collaboration with the influencer. The decision followed controversial remarks he made about Ester Expósito, partner of footballer Kylian Mbappé, during a recent Twitch broadcast. Burger King said the comments did not align with its values.
The Grand King campaign, which sold more than one million menus last year, features Spanish content creators presenting their own burger combinations. This year’s lineup included Marta Díaz, Marina Rivers, Peldanyos and El Xokas. After criticism on social media, particularly on X, Burger King removed his Cheese Bacon Classic menu from promotional materials. La Nueva España reported the withdrawal on 16 July 2026, describing it as the end of the campaign’s association with the streamer.
In an social media story, Burger King Spain said El Xokas’s recent statements did not reflect the company’s principles. The company apologized to people offended by the collaboration and confirmed the Grand King campaign would continue with the other three creators. ReasonWhy also reported the company’s position: “His statements do not represent the values we stand for.” This was a commercial brand-safety response, not a ruling by a regulator or court.
El Xokas drew widespread attention after commenting on Ester Expósito’s political views and suggesting that political differences outweighed her attractiveness. The backlash grew when he referred to his Burger King deal while discussing his financial success, drawing further criticism. The decision shows how a creator’s public conduct can affect an advertiser’s reputation, even when the disputed remarks are made outside a brand advertisement.
The episode reflects a broader challenge in influencer marketing: choosing a creator involves more than a media-buying decision, because audiences may see the creator’s conduct as part of the advertiser’s identity. As ReasonWhy put it, “choosing a creator is not media buying.” That reputational link can prompt brands to respond quickly when a partnership draws public criticism.
The situation echoes recent trends in Spanish media: Pedro Blanco’s return to radio, covered in a recent feature on the return of a well-known radio host, shows how public perception can shape campaigns and collaborations. Burger King’s Grand King campaign will continue with the remaining participants, while El Xokas’s removal highlights the reputational risks brands weigh when working with high-profile online personalities.
