Local fast-food favorite KFC has decided to temporarily suspend the slogan that has made it famous...but just during the pandemic.

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KFC said the use of “It’s Finger-Lickin' Good” during this time of heightened awareness of health safety during the pandemic “doesn’t feel quite right” according to a story aired on WIVB-TV.

“We find ourselves in a unique situation – having an iconic slogan that doesn’t quite fit in the current environment,” Catherine Tan-Gillespie, global chief marketing officer at KFC, said in the statement. “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.”

KFC said the slogan is not gone for good, and will in fact return “when the time is right.”

Other popular brands have reacted to the health crisis in a similar fashion with their offline marketing.

Coca Cola recently ran a billboard in Times Square that featured its brand name with extended spaces between letters. The logo is accompanied by the message, “Staying apart is the best way to stay connected.”

Burger King "The Home Of The Whopper", in England used a strike-through, on their business storefronts so the slogan read "Stay Home" (with of the Whopper crossed-out).

Major advertising agencies are recommending that their clients:

  • Be mindful of how you position your announcement or any promotional offer. You need to make sure your actions aren’t perceived as an indirect way to sell.
  • Give back to the community. Ask yourself: “Is there a way to give back to the community or the people who have supported you so far?” An act of goodwill can go a long way.