KFC borrows other brands’ slogans while Finger Lickin’ Good is on pause

As the pandemic developed and personal hygiene became a matter of global urgency, KFC’s renowned, 64-year-old slogan It’s Finger Lickin’ Good all of a sudden seemed wildly inappropriate. So the brand paused it, and a new campaign by Mother sees it “try on” the catchphrases of other brands – some to hilariously apt effect.

The artworks simply show a bucket of KFC chicken captioned with various recognisable taglines borrowed from Nike “Just Do It”; Snickers “You’re Not You When You’re Hungry”; Tesco “Every Little Helps”; Johnson’s Baby Shampoo “No More Tears”; Marmite “You Either Love It Or Hate It”; Ronseal “Does Exactly What It Says on the Tin,” and even close rival McDonald’s “I’m Lovin’ It”. L’Oréal’s “Because You’re Worth It,” and Red Bull’s “Gives You Wings,” seem almost too perfect.

Whether this is technically legal remains to be seen. Imitation is the highest form of flattery, apparently, and if anything it goes to show just how memorable these other brand slogans really are. A press release from the brand says “we’re just having a little fun and have nothing but respect for the brands featured. After all, would we be using their slogans if we didn’t like them?” KFC UK’s marketing director Jack Hinchliffe adds: “We hope the brand managers don’t mind if we try on their slogan for the next 48 hours – we promise we’ll give it back”.

The campaign can be spotted on billboards, posters and social media, surreptitiously spanning April Fools’ Day...