KFC FCK'd up. Here's how they fixed it.

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Hello Creative Souls,

Every brand eventually screws up. A product recall, a supply chain mess, a tweet that aged like milk — it happens. But the real story isn’t the mistake; it’s what you do next.

When KFC ran out of chicken in 2018 (yes, a chicken restaurant with no chicken), it could’ve buried itself in PR spin and corporate statements. Instead, it did something braver — it laughed, apologized, and owned it. The “FCK” ad from Mother London took a national crisis and turned it into one of advertising’s most honest mic drops.

The Idea

A full-page newspaper ad. An empty chicken bucket.
The letters rearranged to spell “FCK.”

Underneath? Just:

No excuses. No jargon. Just self-awareness, humility, and British wit at its best.

By admitting fault and thanking customers for their patience, KFC defused anger and rebuilt goodwill overnight. The ad became an instant classic — shared, memed, and taught in marketing classrooms for years after.

Why It Worked

• Radical transparency. Most brands overexplain. KFC didn’t. They simply said, “We messed up.” That honesty built trust.

• Perfect tone. Too funny, and it would’ve seemed flippant. Too formal, and it would’ve sounded cold. The copy hit the rare middle ground — human and humble.

• The right medium. Print made sense. It felt old-school, deliberate, and personal. A “we’re talking directly to you” moment.

• Humor as empathy. By making people smile, KFC turned frustration into forgiveness.

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When Brands Could’ve Said Sorry the same way(But Didn’t)

Even the most established brands trip up when humility isn’t part of the response plan. Here are a few recent incidents where brands needed an honest apology—but either delayed it, deflected it, or missed the moment entirely. I’d like to examine an alternate universe where today’s principle was applied

1. Brand: Pepsi – The Kendall Jenner Protest Ad

Incident: Pepsi’s 2017 ad featuring Kendall Jenner handing a can of soda to a police officer during a protest was widely condemned for trivialising serious social justice issues.
Campaign idea:

• Headline: “When protest is real, our cans stay silent.”

• Visual: Full-page or video ad of the original protest scene, then a transition: all cans removed, crowd holding signs “We hear you.” Copy reads: “We tried to speak. We should’ve listened.”

• Execution: Launch a community grant fund named “The Silent Can” to support grassroots protest organisations. Use social media to invite applications, and document the winners.

• Why it works: It doesn’t just apologise—it flips the product into funding for activism. It centres the community instead of the brand.

2. Brand: Taco Bell – The “35 % Beef” Lawsuit

Incident: Taco Bell came under fire for claims that their “seasoned beef” contained only 35% real beef.
Campaign idea:

• Headline: “We promised more beef. Here’s the proof.”

• Visual: A billboard showing a silver platter with a tiny 35% portion of meat, the rest translucent, and copy: “We fell short. We’re making it right.”

• Execution: Launch a pop-up “True Beef” truck giving away full-portion tacos labelled “100% real beef”—plus public data on beef content improvements.

• Why it works: Makes the mistake visible, owns it audibly, and offers a public proof-point.

3. Brand American Eagle – Controversial Campaign Linked to Eugenics Allegations

Incident: A campaign featuring Sydney Sweeney was criticised for echoes of eugenics, raising questions about brand sensitivity and alignment.
Campaign idea:

• Headline: “When your message looked backwards, we committed to looking ahead.”

• Visual: Ad showing archival imagery (muted) juxtaposed with modern diverse faces and the copy: “Only progress should be timeless.”

• Execution: Launch “Voices of Agency” series: invite under-represented creators to spend 72 hours in the design room; commit a percentage of seasons’ profits to educational funds in diversity, equity and inclusion.

• Why it works: Conveys accountability while aligning the brand with progressive change.

Figment’s Takeaway

A good apology rebuilds credibility.A great one builds connection.

If your brand ever faces a storm, remember this: people don’t expect perfection… they just expect honesty. Don’t hide behind legal statements or corporate tone. Say sorry like a person, not a press release.

And when the damage feels irreversible? Do what KFC did.
Swear (politely).
Own it.
And mean it.

Final Word

Advertising isn’t always about shouting louder. Sometimes, the most powerful thing a brand can say is, “FCK.”

Figment is written by Abbhinav Kastura, a writer/producer who has spent a decade making impactful internet videos and Guru Nicketan, an advertising nerd, B2B Marketer, stand-up comedian, and a film buff.