Fast food chain KFC has paused the famous ‘It’s Finger Lickin’ Good’ slogan for the first time in 64 years as the coronavirus pandemic continues to spread around the world.
The fried chicken restaurant has decided to press pause on the slogan in its advertising to adapt with the current times as it recognises the phrase doesn’t sit well in an era of social distancing, hand sanitisers and face masks.
“We find ourselves in a unique situation – having an iconic slogan that doesn’t quite fit in the current environment,” said Catherine Tan-Gillespie, global chief marketing officer at KFC.
“While we are pausing the use of ‘It’s Finger Lickin’ Good’, rest assured the food craved by so many across the world isn’t changing one bit.
“In all seriousness, we think it’s important to take a moment to have a little fun during these tough times, but rest assured we’ll still be providing ‘Finger Lickin’ Good’ chicken and a responsible experience for our amazing KFC family and customers, here and around the world.”
“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.
KFC says the slogan will be back though when the time is right.