McDonald’s has apologised for a distasteful promotion for its Halloween sundae after it inadvertently referenced a horrific massacre that occurred during the Troubles in Northern Ireland.
Intending to promote a two-for-one offer on its Halloween Sundae, the ad read ‘Sundae bloody Sundae’ – mirroring the song ‘Sunday Bloody Sunday’ by the Irish rock band U2.
But the lyrics of the overtly political song describe the horror observing the 1972 ‘Bloody Sunday’ massacre in Derry where the British soldiers shot 28 unarmed civilians during a protest, which resulted in 14 deaths.
The ad was spotted in a McDonald's in Portugal and has since received a stream of criticism on social media after it was shared online.
According to the Belfast Telegraph, a spokesperson for McDonald's said the campaign "was intended as a celebration of Halloween, not as an insensitive reference to any historical event or to upset or insult anyone in any way."
"We sincerely apologise for any offence or distress this may have caused. All promotional material has been removed," it said.
McDonald’s has now cancelled the promotion.