KFC is 'borrowing' other brands' slogans as replacements for 'Finger Lickin' Good'

KFC, which temporarily retired its “finger lickin’ good” catchphrase in the U.K and South Africa after the coronavirus pandemic made “finger lickin’” a taboo act, is now borrowing the iconic catchphrases from other popular brands — like Nike, L’Oreal and Red Bull — to market its chicken.

"After 64 long and beautiful years, we decided to pause the use of our iconic slogan in 2020. Why? Well, due to the pandemic, Finger Lickin’ Good probably become the most inappropriate slogan in the world," wrote KFC South Africa in a recent press release touting the new campaign. "So, as we await the epic return of their iconic slogan, here in South Africa, we decided to spread our wings and try on a few others for size." KFC further explained that the brand has "nothing but respect" for the brands whose catchphrases it was appropriating, and said the stunt was all in good fun. "We can’t wait to be reunited with our slogan but in the meantime, we hope the teams at Red Bull, Coca-Cola, Simba, MTN, Engen, Vodacom and OUTsurance to name a few, don’t mind if we try on their slogans for the next 48 hours – we promise we’ll give them back!" wrote Suhayl Limbada, the marketing director at KFC South Africa.