KFC U.K. drops Finger Lickin’ Good tag | QSRweb.com

KFC U.K. drops Finger Lickin’ Good tag
Tags: Business Strategy and Profitability, Chicken, Equipment & Supplies, Food & Beverage, Health & Nutrition, International, Marketing / Branding / Promotion, Operations Management
February 20, 2011

KFC U.K. has adopted the “So Good” marketing slogan. This decision comes almost a year after KFC outlets in the U.S. began using the “So Good” tagline in lieu of the company’s 50-year-old “Finger Lickin’ Good.”

According to the Telegraph, the new motto better highlights a brand-centric message instead of the food-centric message conveyed by its preceding motto.

KFC’s image makeover extends beyond a new motto. In November, the company joined McDonald’s in partnering with the U.K.’s Department of Health to help write government policy on obesity, alcohol and diet-related disease.

The “So Good” campaign will be launched in September throughout the U.K. and Ireland.

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