Why Did KFC Remove Its ‘Finger Lickin’ Good’ Tagline?
Rubbing salt into the wounds, the pandemic hit just as KFC was running a major new ad campaign depicting diners licking their fingers.
You may have noticed that KFC whipped up headlines by censoring Colonel Sanders’ 64-year-old ‘finger-lickin’ good’ slogan in its latest advertisements. Back in March, all 900 of KFC’s UK restaurants were shut overnight. Globally, it was much the same story. Rubbing salt into the wounds, the pandemic hit just as KFC was running a major new ad campaign depicting diners licking their fingers-sparking howls of protest that it was inappropriate at the height of the Coronavirus crisis. Finger lickin’ was out, hand-washing was in.
The business and its small franchisees took months to safely reopen and realign drive-thrus and delivery. As the UK campaign rolled out across the globe, Kate Wall, head of advertising at KFC UK and Hermeti Balarin, executive creative director at Mother, explain why the chicken chain has put all of its eggs in one basket. KFC canned months of work almost overnight, dropping a TV ad and billboards, but not before 163 complaints were lodged with the Advertising Standards Authority (ASA).
Get the latest international news updates on ZEE5.