The company on Monday announced the decision saying the slogan “doesn’t quite feel right” at a time when the world is battling Covid-19. According to the report in CNN business, the decision to suspend the use of “It's Finger Lickin' Good” in its advertising takes effect almost after 64 years.
"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 was quoted as saying by the international news website.
With the changing environment, the focus is more on wearing face masks and hand-washing to raise awareness about containing the spread of the deadly virus, hence the fast-food chain has rolled out a new advertising campaign.
Even as the company is suspending the usage of It’s Finger Lickin’ Good, there won’t be any other change in the food or the menu and the slogan will return when the "time is right."
Emphasising the need for a change in the slogan, KFC released new advertising posters and packaging with the words ‘Finger Lickin’ blurred.
Earlier also the food chain had pulled ads featuring the iconic slogan at the time of Covid-19 outbreak after complaints were reportedly made against the featured montage of people licking their own fingers.
KFC had also temporarily closed down its outlets in March across the world after the rise in Covid-19 cases. However, with safety measures in place, KFC outlets have now opened in most places.