Winner of the most inappropriate slogan for 2020 is… KFC


KFC is putting a pause on the use of its popular slogan It’s Finger Lickin’ Good’ to match with the tone of this year, which has been like no other.

The use of It’s Finger Lickin’ Good is paused in advertising around the globe since August 24, 2020. The slogan has been around for 64 years, folks at KFC are believers “that there’s one simple reason it’s become so famous: because it’s true”, and builds on the idea of even a little bit going to waste is no joke.

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The brand mentions this year has been like no other and, right now, the slogan doesn’t feel quite right. So, for that reason, the brand is pressing pause on using it in advertising, for a little while.

Previously in March, KFC had put a pause on the video ads depicting the post-KFC finger lick, after about over 150 complaints to UK’s Advertising Standards Authority.

“We find ourselves in a unique situation—having an iconic slogan that doesn’t quite fit in the current environment. 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,” said Catherine Tan-Gillespie, Global Chief Marketing Officer, KFC.

The brand asserts, the pause on the use of the slogan will not alter the experience for the team members and guests around the world.

The slogan will be back. Just when the time is right.