Dunkin’ Donuts has issued an apologetic statement for accidentally disrespecting the victims of the Hillsborough tragedy by reworking the Liverpool crest as part of an ill-fated social media campaign.
The US firm, which is Liverpool FC's official coffee, tea and bakery provider, issued a now-deleted tweet on Wednesday urging fans to redesign the Liverpool crest.
It read: "Love the LFC crest? Tweet us what you’d want on your personal crest and we might surprise you with your own."
Unbeknown to the Dunkin Donuts team at the time however, the Liverpool crest is flanked by the Hillsborough eternal flame, a tribute to the victims of the Hillsborough stadium disaster which left 96 Liverpool fans dead and 766 injured.
The flames were instead replaced with coffee cups.
— Kop Magazine (@TheKopMagazine) February 25, 2015
Dunkin’ Donuts issued a statement to the Liverpool Echo: “We apologise for any insensitivity regarding our tweet supporting an LFC-themed promotion featuring the LFC crest.
“As a proud partner of LFC, we did not intend any offence, particularly to the club’s supporters. We have removed the tweet and halted the campaign immediately.”
This comes after Doughnut rival Krispy Kreme last week made a social media gaffe inviting kids to participate in ‘KKK Wednesday’ in an ill thought out activity week.