Kentucky Fried Chicken has decided to pause using its “finger lickin’ good” slogan because … well, that’s probably not the best idea right now.
Several months after health officials recommended everyone stop touching their faces to help stop the spread of coronavirus, KFC said Monday that the 64-year-old slogan “doesn’t feel quite right.”
“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 in a statement. The menu isn’t changing and the company said the slogan will return when the “time is right.”
To be clear, Monday’s announcement is a marketing campaign. A clever one, perhaps, with good intentions baked into it … but a marketing campaign nonetheless. KFC blurred out the slogan featured on old billboards and signs in a cheeky ad released on its YouTube page.
KFC, like most fast food places, uses bizarre, self-effacing and at times hokey marketing ploys to bring customers into their stores. Fast food is a low-growth, zero-loyalty business with razor-thin margins, so any bump in customers is a major win for quick-serve restaurant chains.