FCK by Mother

This project has been selected for the Advertising – Print category in The Annual 2018, CR’s award scheme celebrating the best in commercial creativity

When KFC experienced a logistical error by a new supplier, which led to the closure of most of its restaurants for a few days in February 2018, it responded to the crisis with a witty apology in the form of this simple print ad. A neat reworking of the brand’s logo into FCK, combined with an open and heartfelt text saying sorry to both its customers and its team members, quickly turned around a growing PR crisis for the brand.

The ad only ran in print in two newspapers – the Sun and the Metro –  though spread like wildfire on social after customers photographed it and shared it on the digital channels.

Creative Agency: Mother. Media Agency: Blue449.