Doughnut manufacturer Krispy Kreme was advertising a diverse range of half-term activities for the residents of Hull this week.
Alongside coffee mornings, balloon games and face painting the branch was also pushing “KKK Wednesday.”
The acronym is of course best known for representing the white supremacist hate group the Ku Klux Klan, more commonly associated with pointy hats, white robes, burning crosses and lynchings.
The advert for 'KKK Wednesday' has since been removed
And the baking of brightly-coloured doughnuts flavoured with Reese’s Peanut Butter and Apple Pie have not traditionally been high on the KKK’s agenda.
Whoops.
The gaffe was spotted by Pundit Press and the company has since hastily removed the advert from its UK Facebook page, which reaches an audience of 215,000 people.
The company told the Guardian: “Krispy Kreme apologises unreservedly for the inappropriate name of a customer promotion at one of our stores.
“This promotion was never intended to cause offence. All material has been withdrawn and an internal investigation is currently underway.”
A spokesman for the Hull branch told the Hull Daily Mail: “We don’t have a new name for the event [originally entitled Krispy Kreme Klub] yet but it is still going ahead this week.”