Krispy Kreme apologises after 'racist' doughnut ad branded 'absolute disgrace'

22 August 2023 , 14:36

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Krispy Kreme has issued a grovelling apology (Image: Getty Images)

Krispy Kreme has issued a grovelling apology after one of its promotional campaigns featured an offensive racial slur.

The popular doughnut franchise brought out a series of adverts in Australia that celebrates people coming together for events like birthday parties, life milestones and sports games.

In each advert doughnuts replace the letter 'o' in certain words such as 'movie' and 'footy'.

However in one advert the word 'congrats' was changed to 'coongrats'. The word "coon" is an offensive and derogatory slang term or slur used to refer to a person of colour.

All 'congrats'-related adverts have now been pulled and Krispy Kreme has apologised.

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All 'congrats'-related adverts have now been pulled (Krispy Kreme)

Krispy Kreme's marketing director Olivia Sutherland told Mumbrella: "We never intended to offend any person or group. We are sorry for the oversight and have removed all congratulations related ads from the campaign."

Dr Stephen Hagan, a Queensland-based author and anti-racism campaigner, branded the Krispy Kreme gaffe 'an absolute disgrace' and called for a boycott of the brand.

He said: "It’s an absolute disgrace that in 2023, someone thinks they can come up with an… ad like that on a product that is very popular with people of colour. The word has put my family and my people through so much trauma and it’s just disgraceful to see this happening.”

Lorraine King