McDonald's apologise for 'Sundae Bloody Sundae' ice cream ads in Portugal 1 month ago

McDonald's apologise for 'Sundae Bloody Sundae' ice cream ads in Portugal

All related promotional material has now been removed from McDonald's restaurants.

McDonald's in Portugal has apologised for using the slogan "Sundae Bloody Sundae" in a Halloween promotion.

The promotion offered a two-for-one ice cream deal, alongside the caption "Sundae Bloody Sundae".

McDonald's in Portugal has since said that all promotional material has been removed, and have "sincerely apologised" for any offence that was caused.

The statement that was issued to The Guardian reads: "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.

"We sincerely apologise for any offense or distress this may have caused. All promotional material has been removed from restaurant."

13 people were killed and 15 people were wounded after members of the Army's Parachute Regiment opened fire on civil rights demonstrators in Derry on Bloody Sunday in 1972.

It is widely seen as one of the darkest days that took place during the The Troubles.