KFC cover their ‘FCK’ Up

Fast food giant issues a brilliant apology after ‘chicken crisis’

KFC UK recently faced a nationwide ‘chicken crisis’. Over 900 outlets of the fast-food chain in the United Kingdom experienced a shortage of chicken due to their supplier, DHL. This left customers angry with many reporting to the police and some of them going to -wait for it- Burger King.  Shortage of chicken is truly a very big concern and a national issue. If I had the power to, I would’ve definitely declared a State of Emergency.

However, KFC published a full-page ad in the newspapers apologizing for the dearth. The tongue-in-cheek ad features an empty KFC bucket with the words FCK exhibited on it and immediately won hardcore fans with the humor. Having a little fun with its own three letter acronym, the fast food giants acknowledged that the scarcity of fried chicken was hard on the stomach.

The ad also featured a copy below the photo which read:

“We’re sorry. 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 were closed. And endless thanks to our KFC team members and our franchise partners for working tirelessly to improve the situation. 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.”

A link below the banner with a list of outlets which had supply, had the following caption: “The chicken crossed the road, just not to our restaurants….”

The ad campaign by UK agency, Mother has won a gold Cannes Lion in the Print and Publishing category and ended up creating a buzz on social media. People could not stop raving about it with many saying that its one of the best apologies ever.


You just cannot stop smiling once you see the ad. If only KFC’s operations team was half as good as its marketing team things would have been way different.

By Abhishek Aggarwal



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