Chicken chain KFC has had an unexpected yet witty response when it decided to face the load of attacks following the negative comments and headlines related to the chicken shortage the company had to face in the UK, which was attributed to "operational issues" with logistics partner DHL.
KFC issued a full-page apology to its customers, team members and franchise partners in the Metro and The Sun papers, having a little fun in the process. Indeed, it is through a bold move that the fast food giant dealt with its PR crisis, twisting its own three-letter acronym branding to say it loud and clear: FCK.
The body copy of the press ad reads: “A chicken restaurant without any chicken. It’s not ideal. Huge apologies to our customers, especially those who travelled out of their way to find we’re closed...
“It’s been a hell of a week, but we’re making progress, and every day more and more fresh chicken is being delivered to our restaurants. Thank you for bearing with us.”
Moreover, a microsite has been set up providing regular updates to customers on its open stores.
The creative was developed by its creative agency Mother and PR company Freuds.
The work was highly lauded on social media. One fan called it "possibly the best apology ad ever."