KFC launched a new advertising campaign stating its famous ‘Finger Lickin’ Good’ slogan does not fit well with the era of COVID-19.
The Kentucky Fried Chicken chain has said that it will temporarily change its tagline which it has used on and off for over sixty years. KFC has released new images of advertising posters and packaging with the words ‘Finger Lickin’’ blurred and pixellated.
The move has come about five months after the fast-food chain had to pull down advertisements featuring their tagline. This happened amid complaints that KFC’s featured montage depicting people licking their fingers as well as of their companions and was in contradiction to the official advice to curb the spread of the virus.
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However, KFC said that the slogan would make a comeback “when the time is right.” The fast-food chain had closed down temporarily in March as a result of the coronavirus pandemic but has now reopened majority of its branches with stringent health and safety rules in place.
Catherine Tan-Gillespie, global Chief Marketing Officer 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.”
Notably, it is not the first time KFC has dropped its six-decades-old slogan. Their iconic slogan made a comeback in 2008, after being out of use for nearly 10 years.