In an innovative bid to turn the global adversity occasioned by the Covid-19 pandemic into advertising, Kentucky Fried Chicken (KFC) has launched the first global campaign to tentatively replace its classic It’s Finger Lickin’ Good slogan.
The new slogan reads: Wash fingers thoroughly before lickin’. The latest campaign, which spans TVC, print, OOH, and social, shows the slogan, but blurs, and ends with the message: “That thing we always say? Ignore it. For now.”
In a statement the brand said It’s Finger Lickin’ Good slogan was one of the most famous slogans in the world, adding that the new slogan can let consumers connect the dots without having to say the whole thing.
Commenting on the transient drop of the slogan, Catherine Tan-Gillespie, global chief marketing officer at KFC, 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.”
According to the marketing chief, the classic slogan will return when the time is right.