McDonald's apologises for 'tone-deaf' Sundae Bloody Sundae Halloween ice cream promotion

Warning: photo may offend. - by Amy Sinclair

McDonald’s has been forced to cancel a controversial promotion after they were accused of poking fun at a horrific day in Northern Ireland's history.

The “Sundae Bloody Sundae” ice cream promotion was meant to be available in Portugal for Halloween - but the fast food giant has pulled it in light of the recent outrage.

McDonald's apologises for 'tone-deaf' Sundae Bloody Sundae Halloween ice cream promotion

The term “Bloody Sunday” was used to describe a massacre in Northern Ireland that took place January 30, 1972. It is considered one of the most significant events of “The Troubles,” a conflict in the region that ran for three decades.

Thirteen people were killed by the British army on Bloody Sunday.

The two-for-one “Sundae Bloody Sundae” promotion was heavily criticised on social media, with social media users describing it as "tone-deaf" and "grossly offensive".

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Image: 7NEWS.com.au

A spokesperson for McDonald’s Portugal said the ads were not intended to be an “insensitive reference to any historical event,” according to a statement emailed to CNBC on Thursday.

“We sincerely apologise for any offence or distress this may have caused,” the spokesperson added.

One social media user wrote “Portugal is cancelled,” on Twitter, while another commented: “On the scale of epic #prfail, this has to be up there with @KylieJenner’s Pepsi ad.”

This isn’t the first time a brand has referenced British and Irish unrest.

Promotional material that appeared at a small number of McDonald’s restaurants has been removed, according to the spokesperson.

In 2012, Nike apologised for nicknaming a sneaker “the Black and Tan,” which caused outrage among Irish Americans who said it referenced the Royal Irish Constabulary Reserve Force, known as the Black and Tans.

The police force, reportedly a brain child of Winston Churchill in the 1920s, was notoriously ruthless in their pursuit of Irish revolutionaries and was blamed for the killing of innocent civilians.

A spokesperson for McDonald’s had not responded to CNBC’s request for comment at the time of publication.

This story originally appeared on 7NEWS.com.au

Amy Sinclair

Amy Sinclair is the editor of New Idea Food. She is a former weekly magazine editor who loves all things food, cooking and eating - especially the eating! When she's not looking after her three children, you'll find her in the kitchen or busily hiding online shopping purchases from her husband.