Humor generally brings light-heartedness to stressful situations. When KFC encountered a problem with their new UK delivery partner and ran out of chicken countrywide, they ran a full page apology in two national newspapers. They anticipated the fallout and rearranged their famous logo to say FCK to alleviate the seriousness.

The gamble paid off and response to the campaign was overwhelming, with over 1 billion impressions in just two days, steering the conversation in a more positive direction for KFC.