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Library/Campaign/KFC "FCK" apology
Grade B17 sourcesHIS-01601

KFC "FCK" apology

Campaign · 2018 · Notable

41Editable slideCertificate

An apology placed in 2 newspapers spread through readers' posts and news coverage.

Miss Chibs

@misschibs · Feb 23, 2018

Possibly the best apology ad ever #lovingit #kfc instagram.com/p/BfiCsShH8sCa…

00
Post · @misschibs on X
KFC's full FCK newspaper apology, with the empty bucket, apology copy and restaurant-status URL.
KFC / Mother London, via D&AD
KFC | FCK
The One Club / Mother, Blue449 and Freuds

Spread Score

How it works
Reach52Contagion35Breadth30VelocityNo data yetLongevityNo data yet41

Numbers

Agency's combined reach by May; overlap undisclosed
1.02B
As of May 31, 2018 · Self-reported · The One Club / Mother, Blue449 and Freuds
Peak proxy date
Week of Feb 23, 2018
Feb 23 ’18 to Week of Feb 23, 2018
Platforms
4
Started on Press
Origin
Mixed
Food & beverage

Mechanics

  • TransgressionPrimary
  • Newsjacking
  • Response chain
  • Platform jump
  • Press loop

How it spread

Trace the origin

KFC bought newspaper space to apologise for a chicken shortage. Readers posted the altered bucket on Twitter and press reproduced it. YouGov found purchase consideration unchanged; full menus returned in May.

Proxy date; not a directly measured attention peak. Dates use the stated precision; chart positions are date anchors.

Feb ’18MarMayJunAugOctDecFeb ’19AprJulOctPressXOpen webRetail
PressXOpen webRetail

10 more events on this chart

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Timeline (13)

  1. February 2018

    KFC UK & Ireland seed · Feb 23 ’18

    KFC placed Mother's FCK apology in The Sun and Metro.[1][2][3]

    Open the first post ↗

  2. Metro press · Feb 23 ’18

    Metro reported Twitter praise for the apology and reproduced the ad.[1][4][5]

  3. @misschibs and @bdkjones platform jump · Feb 23 ’18

    Miss Chibs and Bryan Jones shared the apology with comments praising it.[6][7]

  1. peak proxy · Week of Feb 23, 2018

  2. owner response · Feb 23 ’18

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Why it worked

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Origin
Mixed
Sector
Food & beverage
Region
GB
Agency's combined reach by May; overlap undisclosed
1.02B
As of May 31, 2018 · Self-reported · The One Club / Mother, Blue449 and Freuds
Evidence
Grade B

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