Krispy Kreme Doughnuts has run into a public relations snafu following a promotion at one of its outlets in England. The Winston-Salem based company was forced to apologize for an event advertised as “KKK Wednesday."

The Krispy Kreme Klub was intended as a diversion for British children during a week-long break from school. But the Facebook campaign for "KKK Wednesday" quickly backfired, and the company pulled the reference from its site and from a billboard displaying the unsavory name.

Representatives from the company's British headquarters were apparently unfamiliar with the Ku Klux Klan, a white supremacist organization known primarily for violence against blacks and other minorities.

A Krispy Kreme representative apologized for the inappropriate customer promotion, and said an internal investigation was underway.

The spokesman said the campaign would go ahead this week even though it needed a new name. 

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