KFC played with new brand slogans in the wake of the pandemic.
With arguably the least appropriate slogan in the world right now, KFC are spreading their wings and trying others on for size for 48 hours. We promise to give them back.
Disciplines
Advertising/CreativeSector
Food & Drink‘It’s Finger lickin’ good’. It’s a slogan that we all know and love, that carries through the ethos of a food designed to be eaten, and enjoyed with your fingers.
But with the onset of the pandemic came KFC’s decision to pause this slogan, after 64 years, because, in the face of a government directive to wash hands at every opportunity, it suddenly became perhaps the least appropriate slogan around.
Instead, working with Mother London, KFC decided to spend 48 hours trialling other brand’s slogans on for size. KFC were clear though that they were merely trying these slogans out, out of respect for the brands behind them.
Jack Hinchliffe, Marketing Director at KFC UK & Ireland, explained : “Pausing the use of our beloved slogan was not easy. But it was the right thing to do. We miss it so much, and we miss our fans too. We can’t wait for things to return to normal and just the thought of a reunion with both our slogan and our fans has us getting all emotional. But in the meantime, we hope the brand managers don’t mind if we try on their slogan for the next 48 hours. We promise we’ll give it back.”
Ultimately though KFC don’t believe they can do better than the slogan they already have. They just need to wait for the right moment to bring it back.
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