1 ad. 2 newspapers. 3 letters: FCK.
This is what KFC did when 750 out of 900 UK stores ran out of chicken.
The results:
→ 219,138,216 social media shares
→ 796,709,795 reached via editorial coverage
Here's the full story:
In February 2018, KFC faced an unprecedented crisis in the UK:
750 out of 900 stores forced to close
→ Reason: They ran out of chicken
→ Cause: A botched switch to a new delivery partner
→ Loss: £1 million ($1.5 million) per day
The public reaction was intense:
→ Angry customers
→ Mockery on social media
→ Even calls to the police about the chicken shortage(yes, really)
This wasn't just a PR crisis.
It was an existential threat to KFC's UK business.
Instead of a typical corporate apology, KFC decided to take a risk.
Their strategy?
Admit fault with humor and self-deprecation.
The centerpiece of their campaign?
A full-page ad featuring an empty KFC bucket with the letters rearranged to spell: "FCK"
The execution was bold:
→ Timing: Ran the ad as the crisis started to subside
→ Placement: Full-page ads in Metro and Sun newspapers
→ Message: A clever visual pun + heartfelt apology
→ Tone: Self-deprecating humor acknowledging the gravity of the situation
The ad read:
"A chicken restaurant without any chicken. It's not ideal."
It went on to apologize to customers and thank KFC staff, ending with:
"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."
The results were shocking:
→ Viral Success: 219,138,216 shares through social media
→ Massive Reach: 796,709,795 reached with editorial coverage
→ Positive Press: Praise from major media outlets (The Guardian, BBC, Forbes, etc.)
Why it worked:
Authenticity: Didn't hide from the problem
Humor: Used wit to defuse tension
Timing: Waited until the worst had passed
Unexpectedness: Subverted expectations of a corporate apology
Emotion: Showed the human side of a big corporation
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