Discover the fascinating history of KFC’s iconic slogan and its impact on the brand, from finger-licking beginnings to modern marketing strategies.
The Legacy of KFC’s Iconic Slogan
The Accidental Origin of a Catchphrase
KFC’s legendary slogan, “It’s Finger Lickin’ Good,” has a charming backstory that highlights its humble beginnings. Surprisingly, it wasn’t crafted by a team of advertising professionals but rather emerged from a spontaneous moment involving a restaurant manager in the 1950s. Harland Sanders, the founder of KFC, began his culinary journey at a service station in Corbin, Kentucky, in the 1930s, where he served food to hungry travelers. By 1935, his cooking gained traction, earning him the honorary title of Kentucky Colonel, recognizing his contributions to local cuisine.
Key Milestones in KFC’s History:
- 1930s: Harland Sanders serves food at his service station.
- 1935: Sanders is named a Kentucky Colonel.
- 1950s: The slogan “It’s Finger Lickin’ Good” is born.
- 2020: KFC temporarily drops the slogan due to health concerns.
The Birth of the Slogan
How It All Happened
The journey to the famous slogan began when Dave Harman, a franchisee in Phoenix, Arizona, wanted to showcase his restaurant in a TV commercial. After suffering a stroke that affected his speech, he enlisted his restaurant manager, Ken Harbough, to fill in for him during filming. During one of the shoots, a viewer complained about Harman licking his fingers while eating chicken on camera. Harbough, quick on his feet, replied, “Well, it’s finger lickin’ good,” which instantly caught attention.
This spontaneous remark, paired with an illustration of Colonel Sanders, soon became integral to KFC’s branding. The slogan resonated with customers, encapsulating the joy of indulging in delicious fried chicken.
The Longevity of the Slogan
A Timeless Phrase
KFC’s slogan enjoyed decades of popularity, becoming synonymous with the brand itself. In February 2011, however, KFC announced plans to replace the iconic tagline with “So Good.” This decision aimed to reflect a broader focus on improving business practices and community engagement rather than just emphasizing food quality. While the intent was commendable, many fans lamented the loss of a distinctive slogan that had become part of popular culture.
The Secret to KFC’s Success
Culinary Consistency
At the heart of KFC’s appeal lies its renowned fried chicken recipe, which has remained unchanged since 1939. This consistency is achieved through high-quality ingredients, meticulous preparation, and adherence to Colonel Sanders’ original cooking methods. Each piece of chicken is hand-breaded daily, ensuring freshness and a crispy texture that customers adore.
The Cooking Process
KFC’s preparation method is a well-guarded secret that contributes to its legendary status:
- Inspection: Every piece of chicken is thoroughly inspected for quality.
- Seasoning: Each piece is rolled in a proprietary blend of 11 herbs and spices, enhancing the flavor.
- Cooking: The chicken is pressure-cooked at low temperatures, ensuring juicy, flavorful results.
Commitment to Quality
Sourcing Practices
KFC prioritizes high-quality chicken sourced from trusted Australian farms that meet strict safety and welfare standards. The commitment to quality is reflected in the same chicken used by supermarkets and restaurants nationwide.
The Impact of Slogans on Branding
The Power of a Catchphrase
A strong slogan can significantly elevate a brand’s identity, becoming embedded in consumer culture. Similar to how “Just Do It” represents Nike or “Snap! Crackle! Pop!” defines Rice Krispies, KFC’s slogan has become an enduring part of its legacy. While some slogan changes can falter, such as Pepsi’s “Live For Now,” KFC’s slogan has stood the test of time.
Adapting to Modern Challenges
Responding to Health Concerns
As society’s perceptions change, so too must brand messaging. The onset of the COVID-19 pandemic brought about heightened health awareness, prompting KFC to reassess its slogan. In March 2020, the company decided to temporarily drop “It’s Finger Lickin’ Good” amid growing concerns over hygiene. This decision was further fueled by public feedback regarding the unsanitary nature of licking fingers, particularly during a pandemic.
In response, KFC humorously censored the slogan in its advertising, acknowledging the irony of promoting finger-licking during a health crisis. The shift reflects an understanding of the need for brands to align their messaging with public health guidelines.
The Evolution of the Slogan
A Temporary Goodbye
KFC’s slogan was not entirely erased from its identity. Although it was officially dropped for 2020, the phrase continued to appear in packaging and promotional materials. KFC acknowledged the slogan’s storied history, stating that it would return “when the time is right.” The slogan had previously been retired in the 1990s but made a triumphant comeback, indicating its resilience.
Cultural Significance
Beyond the Chicken
The impact of KFC’s slogan extends beyond its food. It has become a part of pop culture, with references appearing in various forms of media. Its charm lies in its relatability, evoking memories of family gatherings and celebrations centered around shared meals.
Table of KFC Slogan History
| Year | Slogan | Significance |
|---|---|---|
| 1950s | It’s Finger Lickin’ Good | Birth of an iconic catchphrase |
| 2006 | Follow Your Taste | Attempt to refresh the brand image |
| 2010 | So Good | Focus on healthier menu options |
| 2020 | Temporarily Dropped | Response to pandemic-related health concerns |
| 2021 | Return of Finger Lickin’ Good | Acknowledgment of brand heritage |
Frequently Asked Questions
1. How did the slogan “It’s Finger Lickin’ Good” originate?
The slogan emerged from a spontaneous remark by a restaurant manager during a TV ad when a viewer complained about a customer licking their fingers.
2. Why did KFC decide to replace the slogan in 2011?
KFC aimed to reflect a broader focus on improving business practices and community engagement rather than just emphasizing food quality.
3. How is KFC’s chicken prepared?
KFC chicken is hand-breaded daily, seasoned with a secret blend of 11 herbs and spices, and pressure-cooked for optimal flavor.
4. What prompted KFC to drop the slogan during the pandemic?
Increased health awareness due to COVID-19 led KFC to reassess the appropriateness of a slogan encouraging finger-licking during a health crisis.
5. When did the slogan return after being temporarily dropped?
After the worst waves of the pandemic subsided, KFC reinstated “It’s Finger Lickin’ Good,” honoring its legacy in the brand’s marketing.
