The home of the world’s favorite fried chicken ‘fesses up to slogan being a bit ‘off’… for now. KFC revealed that the use of It’s Finger Lickin’ Good slogan will be paused in advertising around the globe due to the global pandemic health advice.
A KFC spokesperson explained, “Our It’s Finger Lickin’ Good slogan has been around for 64 years, which is impressive for a brand in this day and age. We’re firm believers that there’s one simple reason it’s become so famous: because it’s true. Our chicken is, quite simply, Finger Lickin’ Good. Whether it’s the perfectly cooked chicken on the bone, or the secret recipe of 11 herbs and spices, we’ll never know. But the idea of even one little bit going to waste is no joke. Think we can all agree, this year has been like no other and, right now, our slogan doesn’t feel quite right. So, for that reason, we’ll be pressing pause on using it in our advertising, for a little while.”
KFC outlets closed temporarily in March, but most have now reopened.
The company revealed its new look through a YouTube video, showing the slogan pixelated on posters and its food “buckets”, saying: “That thing we always say? Ignore it. For now.”
Some people commented on social media the slogan was not a health hazard as you were already eating with your own hands.
But the finger-lickin’ message has caused concern since the pandemic began. In March, the Advertising Standards Authority received 163 complaints about a KFC TV advert which featured people licking their fingers.
The complainants considered the advert was irresponsible because they thought it encouraged behaviour that might increase the chances of Covid-19 spreading. The advert was withdrawn by KFC.
“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.” said Catherine Tan-Gillespie, global chief marketing officer at KFC.
In all seriousness though, whilst we’re taking a moment to have a little fun, rest assured we’re still going to be providing Finger Lickin’ Good chicken and a responsible experience for our amazing team members and guests around the world.
And for all those fans, don’t worry – the slogan will be back. Just when the time is right.