This archive report was first published on 25 August 2020.
As the world grapples with the COVID-19 pandemic, fast food giant KFC has made the decision to temporarily drop its iconic 'finger lickin' good' slogan in advertisements.
According to KFC, the 64-year-old catchphrase no longer suits the hygiene message in the new normal, and the company has released images of new advertising posters with the slogan blurred out, leaving only 'it's good' visible.
Speaking to the press, Kate Wall, head of advertising at KFC UK, 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.'
Unveiling the new look ads with 'finger' and 'lickin'' pixelated in a YouTube video, KFC told viewers, 'That thing we all say? Ignore it. For now.'
Global Chief Marketing Officer Catherine Tan-Gillespie added, '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.'
Published on August 25, 2020, the decision comes after KFC faced backlash on social media for its 'finger lickin' good' ads in late February, which showed diners greedily licking their hands after a meal.
