McDonald's has issued an apology for a Halloween marketing campaign that used the term "Sundae Bloody Sundae" to promote a dessert in Portugal.
The fast food chain received complaints when photos using the term were shared on social media, due to the fact that Bloody Sunday refers to a day when 13 people were shot dead in Northern Ireland during the troubles, as reported by bbc.com.
McDonald's said that the campaign was not intended to be an "insensitive reference to any historical event", and a spokesperson for the company stated, "We sincerely apologise for any offence or distress this may have caused."
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The spokesperson added that the "Bloody Sundae" adverts were created to celebrate Halloween, but McDonald's has now discontinued the campaign.
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