14 DAY TRIAL // Things are changing and KFC wants to be on board. With the introduction of new cooking oils and new, healthier items on the menu, the fast food restaurant will also be dropping its famous slogan in UK restaurants.
“Finger Lickin’ Good” came to happen by accident in the ‘50s when franchisee David Harman was seen in a commercial licking his fingers after eating KFC chicken, when he thought no one was looking.
When one viewer complained about it, he said he couldn’t help himself because the food was “finger lickin’ good” – and that remained the slogan of the brand until now.
In September though, things will change, the Daily Mail informs.
KFC is out to prove that it’s also about food and not just excellent taste, so it’s switching up some things in UK restaurants, like bringing new cooking oils, introducing new foods that are healthier options to the current offering and sourcing the chicken from the UK.
Such changes need a bigger change, one that will mark the brand’s commitment to offer customers healthier choices: a new slogan.
“Colonel Sanders’s fast-food firm is to replace ‘finger lickin’ good’ – one of the most successful marketing slogans of the 20th century – with ‘so good’,” the Daily Mail reports.
“The rebranding exercise will coincide with the introduction of healthier frying oils and meals cooked on a griddle instead of in a frier. There are also plans to show the calorie content of all items on KFC’s menus from September,” says the same publication.
The overhaul will prove that KFC is committed to help customers turn their life around, while also enjoying the pleasures of a fast food meal.
“‘Finger lickin’ good’ is... very food-centric,” Martin Shuker, chief executive of KFC UK and Ireland, says of the need for a change in slogan.
“‘So Good’ is still about the food, but it also allows us to more effectively communicate the breadth of different things about the brand, such as our people,” Shuker adds.