How KFC's slogan suspension amplified sales

Good morning!

KFC’s “finger lickin’ good” slogan is one of the world’s most recognizable taglines. However, the fast-food giant was moved to suspend the slogan last summer in light of pandemic hygiene and consumer safety.

“Responsibility is always at the heart of everything we do – but it became more crucial than ever during the pandemic. We knew it wouldn’t be forever, but we recognized our slogan was probably the most inappropriate out there in the context of coronavirus! As soon as it became clear that it wasn’t the right time to be saying it, we decided to pause it.” – Kate Wall, strategy and innovation director for KFC UK and Ireland

Here’s how KFC’s marketing team turned the challenge into an award-winning campaign.