Fried chicken restaurant KFC has decided to temporarily pause the use of its ‘Finger Lickin’ Good’ slogan during the pandemic, due to fact that it “doesn’t quite fit” with the hygiene advice currently being given.
The catchphrase, which was first seen in 1956, has been used in adverts and on packaging across the world ever since its original appearance. However, KFC have now decided to have the tag line blurred out or pixelated on all adverts “until the time is right”. Although you will still be able to see the classic phrase on packaging in restaurants.
The news was announced in a YouTube video posted by the company yesterday, which showed the new pixelated version of the slogan, before stating: “You know that thing we always say? Ignore it. For now.” This follows the cancellation of a series of adverts featuring the ‘Finger Lickin’ Good’ slogan back in March, which received over 150 complaints, due to worries that it would encourage people to ignore Coronavirus precautions.
Global chief marketing officer at KFC, Catherine Tan-Gillespie said: “We find ourselves in a unique situation – having an iconic slogan that doesn’t quite fit in the current environment,”
“While we are pausing the use of It’s Finger Lickin’ Good, rest assured the food craved by so many people around the world isn’t changing one bit.”
However, Kate Wall, head of advertising at the fast food chain hinted that we could be in store for a new slogan altogether saying: “How do you follow a slogan that’s lasted for 64 years and is as iconic as ours? Well, we know we can do it with a little help from our friends. And you’ll be hearing more from us on this soon.”
KFC has over 900 branches in the UK, most of which have now reopened, having been forced to close in March as a result of the pandemic.