McDonald’s has had to apologise for its Halloween ‘campaign’ in Portugal featuring the slogan ‘Sundae Bloody Sundae’.
The play on words caused outrage, according to reports, in Ireland, where ‘Bloody Sunday’ brings back memories of “one of the most violent days of conflict in Northern Ireland”.
Pulling the campaign, the global food chain said it was never intended “as an insensitive reference to any historical event”.
The idea was meant to be a “celebration of Halloween”, explained a statement, stressing “we sincerely apologise for any offence or distress this (campaign offering two desserts for the price of one) may have caused”.
The Irish press is hugely sensitive to slogans that inadvertently hark back to the dark days of the Troubles – recalling another ice-cream flop, this time by Ben & Jerry’s, which launched its Black and Tan ‘delight’ back in 2006.
At the time, the company said the flavour had been inspired by a classic mixture of stout and pale ale, but as the Black and Tans were a police force known for brutal attacks on civilians and civilian property, the concoction caused an international outcry and was never exported outside the States.