The King markets in the U.K.

According to Marketing Magazine, the bearded, crown-wearing character has made cameo appearances in commercials and has toured Burger King stores throughout the country, including in London, Manchester, Liverpool and Edinburgh.

The King is asking customers to follow him for discount opportunities at BK outlets.

This marketing integration is complemented by the new tagline, "Taste is King." The character is also delving into social media initiatives, including a "Spot the King" contest and geographically-specific banner ads.

Bringing over The King might be a marketing boon for the company. Burger King has had trouble finding the right advertising concept in the U.K. In July, Britain's Advertising Standards Authority (ASA) banned a BK advertisement depicting a man in a motel room eating a chicken burger that filled his hands. The ASA claimed the ad was deceptive.

Prior ads featuring the "Polygameat" theme (and, in the U.S., the "Manthem") have angered women's groups.