Groundbreaking Global Campaign to Promote Kindness and End Bullying

BURGER KING partners with No Bully in new Campaign, “Kindness Takes the Crown,” Targeting BK® Franchises in 80 Countries to bring Awareness to Bullying.

SAN FRANCISCO — BURGER KING® restaurants recognize bullying is a complex issue, one that is best remedied from a place of kindness. More than 16 million kids will be involved in bullying this year alone and the long-term impact can be both physical and psychological. This August, Burger King is doubling down on its commitment to anti-bullying through its new “Kindness Takes the Crown” messaging campaign, which will roll out in select restaurants in participating markets worldwide.

Burger King is introducing 30 different plush emoji™ licensed toys with their King Jr.™ Meals, including a new anti-bullying emoji designed with leading global nonprofit No Bully ( The international toy promotion will kick off in over 80 countries on August 15th and end on September 29th. The US toy promotion will run from October 5th to November 29th.

The toy promotion anchors the campaign launch with an international TV spot in which the King emoji demonstrates how an act of kindness can change someone’s day for the better. Burger King is encouraging restaurant owners to drive community impact beyond the King Jr toy promotion with a special “Sharing is Caring” promotion – one day out of the campaign where participating BURGER KING® restaurants will provide two emoji toys in every King Jr. Meal: one for you and one to share with a friend!

No Bully and Burger King Corporation are no strangers to collaboration. In 2017, the two teamed up to create one of the Burger King brand’s most successful social impact campaign to date, Bullying Junior, a powerful PSA that garnered over 4 billion impressions worldwide. The San Francisco based anti-bullying organization is dedicated to eradicating bullying worldwide while building sustainable social and emotional strategies that ignite compassion and empathy in youth. No Bully’s non-punitive intervention program has a 90% success rate in remediation of bullying incidents in its partner schools across the US and internationally. Burger King has also pledged to support No Bully’s mission with a generous donation to help grow its program impact and reach.

With 1 out of 3 students being the target of bullying or cyberbullying, No Bully and BURGER KING® restaurants’ call to action to spread kindness worldwide has never been more important or timely.


BURGER KING® brand, founded in 1954, is the second largest fast food hamburger chain in the world. The original Home of The Whopper®, the Burger King system operates more than 17,700 locations in more than 100 countries and U.S. territories. Almost 100 percent of Burger King restaurants are owned and operated by independent franchisees, many of them family owned operations that have been in business for decades. To learn more about the Burger King brand, please visit the Burger King brand website at or follow us on Facebook, Twitter and Instagram.