KFC is hoping it can avoid long-term damage to its brand with a humorous apology after it was forced to shut hundreds of restaurants, says Marketing Week.
The fried chicken chain has taken out a full-page ad in a number of newspapers to apologise for its recent chicken shortage.
The ad, which appears in the Metro and Sun newspapers, shows an empty KFC bucket with the letters switched round to spell 'FCK'.
Created by its agency Mother, it also includes an apology for the fact it had to shut a number of its UK stores following problems at its new chicken supplier DHL.
While 700 of its 900 UK stores are now back open, the crisis has damaged consumer perceptions of the brand.