Popular fast food outlet KFC has admitted its famous Finger Lickin’ Good slogan is not quite appropriate for the era of face masks and official hand-washing advice.
“We find ourselves in a unique situation – having an iconic slogan that doesn’t quite fit in the current environment,” the company said.
KFC has altered its packaging with the phrase obscured but the company said the phrase would return when the time was right.
The company revealed its new look through a YouTube video, showing the slogan pixelated on posters and its food “buckets”, saying: “That thing we always say? Ignore it. For now.”
Some people commented on social media the slogan was not a health hazard as you were already eating with your own hands, BBC reports.
But the finger-lickin’ message has caused concern since the pandemic began. In March, the Advertising Standards Authority received 163 complaints about a KFC TV advert which featured people licking their fingers.
The complainants considered the advert was irresponsible because they thought it encouraged behaviour that might increase the chances of Covid-19 spreading. The advert was withdrawn by KFC.