KFC drops ‘Finger Lickin’ Good’ slogan after 64 years because message ‘doesn’t quite fit’ amid Covid pandemic – but insists it will return ‘when the time is right’
- Company released new images of adverts with slogan blurred and pixelated
- It said slogan will return ‘when the time is right’ but messaging will shift for now
- New TV advert says: ‘You know that thing we always say? Ignore it. For now’
KFC is to pause the use of its classic Finger Lickin’ Good slogan after 64 years as it admitted that the message ‘doesn’t quite fit’ following the coronavirus outbreak.
The company has released new images of advertising posters and packaging with the well-known slogan blurred and pixelated.
It said the slogan will return ‘when the time is right’ but it will shift its messaging in the meantime.
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KFC is to pause the use of its classic Finger Lickin’ Good slogan after 64 years as it admitted that the message ‘doesn’t quite fit’ following the coronavirus outbreak
And a new TV advert for the chain shows lots of the blurred images and ends with the text, ‘You know that thing we always say? Ignore it. For now.’
The restaurant chain closed its sites temporarily in March as a result of the pandemic but has now reopened the majority of its restaurants with more stringent health and safety policies in place.
‘We find ourselves in a unique situation – having an iconic slogan that doesn’t quite fit in the current environment,’ said Catherine Tan-Gillespie, global chief marketing officer at KFC.
The company has released new images of advertising posters and packaging with the well-known slogan blurred and pixelated
It said the slogan will return ‘when the time is right’ but it will shift its messaging in the meantime
‘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.’
The chain has more than 900 restaurants across the UK and Ireland and employs 27,000 staff.
Kate Wall, head of advertising at KFC UK and Ireland, said: ‘People often say that it’s the second movie that’s hardest to get right. The follow-up, the next step. And we are facing the same conundrum at the moment.
‘How do you follow a slogan that’s lasted for 64 years and is as iconic as ours?
In a press release, a KFC spokesman said: ‘Don’t worry, the slogan will be back. Just when the time is right’
‘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.’
In a press release, a KFC spokesman said: ‘Don’t worry, the slogan will be back. Just when the time is right.
‘In the meantime, watch this space on how you can help us find a temporary replacement.’