Given the coronavirus pandemic, KFC is dropping its “Finger Lickin’ Good” slogan. On Monday, the chicken-centric fast-food chain released a statement to announce the decision.
KFC put out a statement on the company website. The title of the post reads: “And the winner of the award for the most inappropriate slogan for 2020 goes to…KFC.”
The chain also posted a video on YouTube to show images of buckets of chicken with the slogan blurred out.
In the statement, the restaurant brand writes: “Think we can all agree, this year has been like no other and, right now, our slogan doesn’t feel quite right. So, for that reason, we’ll be pressing pause on using it in our advertising, for a little while.”
KFC has used the famous motto for 64 years. However, the restaurant brand is suspending the phrase from advertising materials in select countries effective immediately.
A spokesperson for KFC tells Fox Business the ad campaign ran in the United Kingdom, Canada, the Netherlands, the Middle East, North Africa, South Africa, and parts of Asia. Currently, the campaign didn’t use the phrase in the U.S. market.
For example, KFC locations in Ireland and the U.K. plan to blur out the words “finger lickin” on its marketing materials.
KFC’s global chief marketing officer, Catherine Tan-Gillespie, spoke out about the decision in a statement. She says the slogan may be going away, but the famous chicken won’t change.
“We find ourselves in a unique situation—having an iconic slogan that doesn’t quite fit in the current environment,” Tan-Gillespie says. “While we are pausing the use of It’s Finger Lickin’ Good, rest assured the food craved by so many people around the world isn’t changing one bit.”
The restaurant made sure to tell customers the slogan will be back. However, KFC wants to wait until “the time is right.”