McDonald's says sorry after its 'Bloody Sundae' advert backlash

McDonald’s in Portugal has apologised for an advertising campaign which features a wordplay on one of the worst atrocities of the Troubles.

The campaign by the fast food giant advertised a Halloween-themed dessert with the slogan “Sundae Bloody Sundae”.

But now the promotional material has been removed from restaurants after sparking outrage on social media.

A spokesperson for McDonald’s said: “When promoting its Halloween Sundae ice cream, McDonald’s Portugal developed a local market activation for a small number of its restaurants in Portugal.

“The campaign was intended as a celebration of Halloween, not as an insensitive reference to any historical event or to upset or insult anyone.

“We sincerely apologise for any offence or distress this may have caused. All promotional material has been removed from restaurants.”

Thirteen people were killed and 15 people wounded after members of the British Army’s Parachute Regiment opened fire on civil rights protesters in Derry’s Bogside on Sunday January 30, 1972.

Soldier F, a former member of the Parachute Regiment, has been accused of murder and attempted murder on one of the most notorious days of the Northern Ireland Troubles.

There was also an earlier Bloody Sunday in Dublin in 1920, when the British Army opened fire on crowds gathered to watch a GAA match at Croke Park, killing 14 people.

It’s not the first time a food company has inadvertently brought up painful chapters in Irish and British history.

In 2006, Ben & Jerry apologised to Irish consumers after it launched Black and Tan ice-cream.

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