The McDonald’s ‘Sundae Bloody Sundae’ social media advert in Portugal
The term Bloody Sunday is used to refer to one of the worst days of the Troubles in Northern Ireland, when 13 people were shot dead by the Army.
A 14th person later died of their injuries.
The adverts sparked outrage when photos were shared on social media.
McDonald’s said the marketing campaign was not intended to be an “insensitive reference to any historical event”.
“We sincerely apologise for any offence or distress this may have caused,” a spokeswoman for McDonald’s Portugal said today.
She explained the “Bloody” sundae adverts were designed as a Halloween celebration but the promotion has since been cancelled.
In a statement on Thursday, the McDonald’s spokeswoman 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 in any way.”
She also confirmed that all related promotion material had since been removed from McDonald’s restaurants.
Soldier F, a former member of the British Army’s notorious Parachute Regiment, has been accused of two murders and four of attempted murder on one of the worst days of the Troubles.
His case will be back at Derry courthouse on Wednesday, December 4.
The picture of the advertisement circulated widely on social media has caused outrage.
Nial Finegan said the advertisement was “totally unacceptable”, while Rodrigo Rivera advised the chain to give some history lessons to their marketing department.
Another user said “ignorance is the new cool” for McDonald’s in Portugal.
“Shame on you,” he said.
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