The McDonald's branch in Portugal had to apologize and withdraw its “Sundae bloody sundae” campaign for Halloween. A very bad reference to the “Bloody Sunday”, a murderous episode of Northern Ireland in 1972.
This is an advertising campaign in very bad taste that has sparked controversy. The Portuguese branch of McDonald's has launched an advertisement called “Sundae Bloody Sundae” during the Halloween period, according to the website politico. A bloody word game very badly come between the frozen dessert of the fast-food chain, the sundae, and the name of a murderous historical episode of Northern Ireland, the “Bloody Sunday”. As a reminder, 14 protesters were killed by the British Army in Northern Ireland in 1972.
A drama that inspired in 1983 the Irish band U2 who wrote a song called “Sunday Bloody Sunday”. A reference that angered users after the publication of the photo of a billboard on Twitter. McDonalds had indeed launched a new type of sundae with tastes and thematic colors of Halloween and called this advertising campaign called “Sundae Bloody Sundae” or “bloody ice cream”.
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“When they decided to promote the Halloween Sundae, McDonald's Portugal activated its development in the local market in a few of its restaurants in Portugal.The campaign was thought of as a Halloween celebration, not as a reference insensitive to historical events, or to annoy or insult anyone, “assured a spokesperson for the mark at the Belfast Telegraph. “We sincerely apologize for the offense it may have caused, and all the promotional material has been removed from the restaurants,” said the spokesman.