British supermarket Tesco has been in the spotlight this week as reports have found some of its beef burgers contain horse meat. It doesn’t pose a health risk, the chain says, but nonetheless, people are not happy.

So it was surprising that the company posted the following tweet last night. A scroll down its feed reveals that ‘good morning’ and ‘good night’ tweets are part of the brand’s social MO, but where others might result in four or five favorites or retweets, this one has proven significantly more popular.

Poor choice of words or intentional punning?  In either case, the brand shows itself to be personable and human, which is a key component of engaging content, so the tweet may help to limit some reputational damage from the whole PR nightmare (see what we did, there?).