KFC, the fast food chain, is bring back its “Finger Lickin’ Good” strapline more than nine years after it was scrapped. The chain has most recently used family-focused ads to promote its meal deals.
A new press campaign, created by Bartle Bogle Hegarty, aims to move away from traditional food shots by creating pictures out of KFC products using finger prints.
The “Finger Painting” ads will also appear on a 20m-high skyscraper in Manchester and across billboards, digital posters and on the LCD screens on the London Underground.
Jennelle Tilling, vice-president of marketing for KFC UK, says the campaign aims to “reinforce” the link between its most famous strapline and the experience of eating KFC. She adds: “We’re proud of our great tasting food and want to shout about how finger lickin’ good it is through using new ways to communicate to our customers.”
Over recent years, KFC has tried a number of approaches in the UK market. In 2003, it launched the “Soul Food” strategy, which was the first work developed by BBH after it won the account in late 2002. The campaign aimed to target the young urban market using music from the Sixties and Seventies black America.
It is thought that the campaign failed to make an impact with consumers. In late 2005, former KFC UK marketing director Claire Harrison-Church parted company with the fast food chain after speculation that KFC’s US head office was not convinced about the campaign (MW October 20). Harrison Church was replaced by Tilling, who was previously chief marketing officer of KFC parent company, Yum!, in Canada.
The chain has since moved to a family-focused campaign and recently used the strapline, “You’ve got great taste”.