The week commencing 19th February 2018 was not a great one for KFC. Delivery problems meant hundreds of their restaurants had to close. The media coined it “The Chicken Crisis”, it was a huge national news story, and it demanded an equally noteworthy response from KFC. One that apologised to the thousands of disappointed customers in the UK that were left without chicken, and that put KFC back in control of the conversation around the crisis. With a simple, clever play on letters, we made a frank and honest apology to customers for the closure of stores, and shortage of chicken, across the UK. Symbolised by an empty KFC bucket, and the brand letters re-ordered to spell “FCK”. The execution zags against the typical corporate apology by delivering one that speaks to people on a frank, down-to-earth, human level. Print was the perfect medium for us to deliver this apology in context, given we were speaking to such an involved audience who were exposed to news story after news story around the crisis in the press and tabloids. RESULTS (Confidential): KFC FCK first appeared on 23rd February, in two UK publications - The Sun and Metro. With a combined audience of just over 6 million. Since then 733 articles have been dedicated to KFC FCK, all carrying the branded image. This delivered and audience of 796,709,795. The commentary being positive, with KFC praised for acknowledging their error and the brand tone. In social media, KFC FCK was shared to an audience of 219,138,216 - this does not include posts without the branded FCK image, these have not been counted. Making the combined reach of KFC FCK by May 2018 1,015,848,011. The FCK ad is so plorific on the internet, that a reverse image search lists it over 25 billion times (which is extraordinary, unbelievable, but true).