In the wake of the pandemic, KFC has announced that they’ll be no more finger lickin’ at the popular fried chicken chain.

The decision to drop its infamous slogan after 64 years follows 163 complaints to the ASA (Advertising Standards Authority) from people concerned about the fast food chain’s messaging.

In a statement, KFC said its finger lickin’ message was “inappropriate” at a time of heightened awareness over hygiene.

If nothing else, KFC has grabbed the opportunity to get its brand heard and ran with it.

Will finger lickin’ chicken ever be back on the menu?

KFC said its decision to pull the slogan is only temporary, but with no end to COVID in sight, it’s not clear when it will be back.

KFC UK and Ireland’s head of retail and advertising, Kate Wall, said:

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.

But it was sooo finger lickin’ good; our thoughts on the slogan’s demise

KFC’s decision to drop the slogan was prompted by the insight that encouraging such behaviour was uncouth in the middle of a pandemic – we agree.

Listening to your customers and gaining valuable insights into how they feel and behave is more important than ever. Brands and businesses must strive to keep their fingers on the pulse and tune in to buyer behaviour if they want to survive and thrive through these uncertain times.

Here at The Viral Group, we work closely with our sister agency, Yogurt Top Marketing, to develop insight-led, glocal campaigns for some of the world’s biggest and most respected brands.

To find out more get in touch.

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