KFC slogan ‘It’s finger lickin’ good’ takes time out

By Sarah Stowe | 25 Aug 2020 View comments

Global fried chicken chain KFC has ditched its world-renowned advertising slogan, It’s Finger Lickin’ Good  – for now.

While the slogan has been a byword for the brand for 64 years today the message doesn’t sit well with the Covid-19 climate, the fast food chain has said.

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.”

In a statement the company said it will continue to provide a “responsible experience for our amazing team members and guests around the world”.

Kelli Ponting, managing director of franchise marketing specialists The Marketing Lab, told Inside Franchise Business Executive, “Good franchise brands know how important customer sentiment is”.

Ponting said “This action by KFC not only shows their ability to adapt, but also highlights they were able to identify when that sentiment shifted. Changing the tagline will ensure ongoing brand alignment and will help keep their brand relevant with their customers. ”

KFC insists the the slogan will return, when the time is right.

The chicken chain is a subsidiary of Yum! Brands, Inc. and operates more than 24,000 restaurants in over 145 countries and territories around the world.

In Australia back in February 2020 the business  announced mega expansion plans, with 30 high-tech drive-through restaurants to boost the chicken chain’s footprint across the country.

Unveiled late last year, the inaugural store in Newcastle featured five un-manned lanes, with customers encouraged to order online or through the KFC app, prior to arriving at the store.

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