KFC’s iconic tagline “It’s Finger Lickin’ Good” may temporarily retire as the company thinks it is not a good fit for this health crisis. With this, they are launching a new campaign.
New Campaign… Still Classic
The American fast-food giant has updated their popular motto in several platforms. The way they did it is by blurring the parts “Finger lickin’” from their famous saying. But it is only for the meantime as they will soon bring back the 64-year old tagline when “the time is right.”
The new KFC ad, which runs for half a minute long, showcased some places where their iconic tagline is sported, like a billboard and their equally recognizable buckets. But parts of the motto were pixelated, to show: “It’s *** good!” The end tag of the ad says: “The thing we always say? Ignore it.” and then they added, “For now.”
Health Safety Measures
This decision came after KFC faced scrutiny several months ago for showing ads that maintain their slogan. It even featured clips of people lickin’ their own fingers. This is not in line with what health experts were advocating about to the public to combat the pandemic.
Experts, like from the Centers for Disease Control and Prevention, are advising people to observe proper safety measures to curb the spread of the virus. This includes sanitizing your hands often through 20-second handwashing and avoiding always making the hand touch the mouth, nose, and eyes.
It was even reported by the Advertising Standards Authority (ASA) of the UK that they received 163 complaints regarding the KFC ad that launched a little bit before March. The company immediately acted and said that that moment was not “the right time” for the campaign.
Like with other major restaurants and fast-food chains, KFC also saw their dining locations forcibly closed amid the pandemic.
According to KFC’s global chief marketing officer, Catherine Tan-Gillespie, the company finds itself in a “unique” case. “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.”