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FCK
KFC · 2018
- Agency
- Mother London
- Campaign
- FCK
Analysis
KFC rearranges its initials on an empty chicken bucket to apologize for a supply failure. The copy acknowledges the disruption and thanks customers and staff.
“WE’RE SORRY”
Self-deprecationBrand codesPlain apology
Why it worked
The familiar bucket makes the brand clear even with the letters rearranged. The joke acknowledges frustration, while the direct apology addresses the actual failure.
Lesson
Pair humor with a clear admission and useful information when a brand fails.