KFC is temporarily dropping the ‘It’s finger lickin’ good’ slogan it has used in its advertising for 64 years and launching its first global campaign in response to the coronavirus pandemic.
A campaign launching today (24 August), created by agency Mother, shows various images of KFC– including an outdoor ad and a number of shots of its infamous bucket of chicken – with the ‘finger lickin’’ part of its slogan pixelated out. It ends with the line: “That thing we always say? Ignore it. For now.”
The campaign will run across TV, press, social media and digital. Outdoor ads will feature KFC buckets with disclaimers, saying things like: “Lick fingers at own risk.”
KFC UK and Ireland’s head of retail and advertising, Kate Wall, tells Marketing Week: “We’ve been using that slogan for over 64 years and it’s arguably one of the most famous in the world – for a reason, we know our guests always lick the crumbs off their fingers because the chicken is so delicious.
“This year has thrown everyone – all brands – and we took a bit of a global stance that actually right now our slogan is probably the most inappropriate slogan out there, so we need to stop saying it.”
The decision to both drop the slogan and run a global campaign was prompted by the insight that encouraging finger licking was “inappriopriate” in the middle of a pandemic.
Why it’s (not) hot
Not This premise is a bit of a stretch considering licking your fingers is not a vector of transmission, and it’s a little condescending to the public, as in, did anyone really need this message from KFC? Brands want credit for seeming to care about the world and its people, and sometimes the ways they go about eliciting this credit is tone deaf or just off the mark.
Hot Removing part of the tagline does encourage the million+ viewers on Youtube alone to try to remember it, which further instills their slogan in their minds, so that part is clever.
Source: Marketing Week