 On 5 January 2018, McElduff tweeted a video of himself in a shop with a loaf of Kingsmill bread on his head, asking where the shop kept its bread.As it coincided with the 42nd anniversary of the Kingsmill massacre—where republicans murdered ten Protestant civilians—unionists accused him of mocking the massacre and the video was widely criticised, including by nationalists.Democratic Unionist Party leader Arlene Foster said "mocking is depraved" and called the video "inhuman".