The Covid-19 pandemic is evolving on a daily basis. That’s why all businesses and organizations are joining forces to diffuse the safety tips and ways to protect yourself from the virus.
One the first advice is to wash your hands often with soap and water for at least 20 seconds and avoid touching your eyes, nose, and mouth with unwashed hands.
Amid this pandemic, how will you see a business whose main message is to lick fingers and eat with bare hands? A business encouraging people to lick their fingers? This business is KFC.
As you all may know, KFC’s tagline is “It’s Finger-Lickin’ Good” that was introduced 64 years ago. This tagline is an expression to praise their good food.
How can KFC advise people to stay home, and follow all precautions to reduce their chances of contracting the virus? When their tagline is always under the company’s logo on all their advertisements?
KFC’s Campaign “It’s good”
On the 24th of August, KFC launched a campaign, that consists of billboards where it blurred the tagline, it blurred the finger-licking, and kept just it’s good.
The campaign had a YouTube video where it shows the chicken buckets with the blurred slogan, and at the end of the video, they write “That thing we always say? Ignore it. For now.”
This campaign will run in the UK (Where it was originally launched), the Netherlands, South Africa, Canada, parts of Asia, the Middle East and North Africa. KFC billboards will be changed to buckets of chicken with the words “finger-lickin'” blurred out.
KFC decided to temporarily suspend its slogan due to hygienic concern regarding bringing your hands into contact with your mouth. It will not be used for the remainder of the year or more. Even KFC’s representative said that the tagline will be used again when the time is right.
KFC’s global chief marketing officer said that the slogan that doesn’t fit in the current environment. KFC even called its tagline “The most inappropriate slogan for 2020.”
It’s not the first time that KFC makes fun of itself to get attention. They previously did it during their chicken crisis.
Their campaign is pure marketing. These kinds of campaigns get the business more exposure, and media coverage. And that’s what KFC needed especially for not being operational for quite some time.