Amid its ongoing chicken crisis, which has closed many of its U.K. restuarnts, KFC took out a full-page ad in two U.K. tabloid papers Friday morning featuring a KFC bucket adorned with the letters "FCK." The ad, created by Mother London, is running in the Sun and Metro. Copy below the bucket begins: "A chicken restaurant without any chicken. It's not ideal," and goes on to apologize to customers.
The work has set social media abuzz once again: one fan called it "possibly the best apology ad ever" while users from the ad and PR industries praised it as an example of great crisis management; James Herring, founder of PR firm Taylor Herring, called it "perfectly pitched."