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*A Krispy Kreme store in Hull, England was advertising new children’s events for this week – and nestled between “Colouring Tuesday” and “Face Painting Thursday” was the activity “KKK Thursday.”

Needless to say, the ad has gone viral.

Turns out, KKK, in this case, means Krispy Kreme Klub, a group that serves to keep kids occupied during their term breaks, and not the Ku Klux Klan, who terrorized blacks in the U.S. and burned crosses.

The ads first gained attention when it was posted to the company’s UK Facebook page and users starting pointing out the unfortunate and ill-named acronym.

A store spokeswoman told the Hull Daily Mail that the promotion came down from the Krispy Kreme head office and had been distributed to all outlets, but the ads have since been taken down off social media and the company apologized for the use of “KKK.”

“Krispy Kreme apologizes unreservedly for the inappropriate name of a customer promotion at one of our stores,” the company said in a statement. “This promotion was never intended to cause offense. All material has been withdrawn and an internal investigation is currently under way.”

Krispy Kreme also promised that they would be “taking greater precautions with their publicity materials in the future.”