diff --git a/change/react-native-windows-2020-08-27-07-37-21-fix-toast-activation.json b/change/react-native-windows-2020-08-27-07-37-21-fix-toast-activation.json
new file mode 100644
index 00000000000..1d16a6c89e1
--- /dev/null
+++ b/change/react-native-windows-2020-08-27-07-37-21-fix-toast-activation.json
@@ -0,0 +1,8 @@
+{
+  "type": "prerelease",
+  "comment": "Launch application for all ActivationKinds",
+  "packageName": "react-native-windows",
+  "email": "ryan.fowler@singlewire.com",
+  "dependentChangeType": "patch",
+  "date": "2020-08-27T13:37:21.576Z"
+}
diff --git a/vnext/Microsoft.ReactNative/ReactApplication.cpp b/vnext/Microsoft.ReactNative/ReactApplication.cpp
index df3c9a1e0d8..f3f5d1226ac 100644
--- a/vnext/Microsoft.ReactNative/ReactApplication.cpp
+++ b/vnext/Microsoft.ReactNative/ReactApplication.cpp
@@ -103,8 +103,8 @@ void ReactApplication::OnActivated(Windows::ApplicationModel::Activation::IActiv
   if (e.Kind() == Windows::ApplicationModel::Activation::ActivationKind::Protocol) {
     auto protocolActivatedEventArgs{e.as<Windows::ApplicationModel::Activation::ProtocolActivatedEventArgs>()};
     react::uwp::LinkingManagerModule::OpenUri(protocolActivatedEventArgs.Uri());
-    this->OnCreate(e);
   }
+  this->OnCreate(e);
 }
 
 void ReactApplication::OnLaunched(activation::LaunchActivatedEventArgs const &e_) {