Best of 2018 Print/OOH/Design No. 1: KFC Says 'FCK' in U.K. Apology Ad

Mother London Reponds to Ongoing Chicken Crisis

Published On
Feb 23, 2018

Editor's Pick

Through New Year’s on Creativity, we’ll be counting down the best work and ideas of the year in various categories: TV/Film/Branded Content, Print/Out of Home/Design/Experiential and Digital/Integrated/Social.

At No. 1 in Print/OOH/Design, simplicity and bravery were the formula behind this winning move from KFC U.K. and Mother London--a print ad that audaciously toyed with the brand’s own initials to show how sorry it was for its screwing up in a major way.  The ad, which went viral, was a perfect piece of modern marketing--human, timely, funny and honest.

Original Story:

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."