NEW DELHI- The Covid2019 situation has utterly changed the marketing dynamics in the last five months, whether it’s a B2B or B2C company, everyone is trying to adapt and reinvent the marketing strategies.

Brands in recent time have put efforts to talk about the coronavirus through their campaigns, and build connections with their TG’s.

The iconic fast-food giant, Kentucky Fried Chicken, aka KFC announced to suspend its iconic slogan, “It’s finger-lickin' good for a temporary period due to the prevailing coronavirus issue. The company feels that the slogan doesn’t fit with the consumers at this point of time due to the Covid2019 outbreak.

The brand has been using the popular catchphrase since 1956 across all countries, the tagline in a way has enormously helped the brand to resonate with the customers.

It’s quite interesting to see that a brand has given a pause to its slogan to aware people of the cause. However, the reason to take a break from it has come after the widespread backlash the brand faced in the US.

"We find ourselves in a unique situation - having an iconic slogan that doesn't quite fit in the current environment," KFC's global chief marketing officer, Catherine Tan-Gillespie, said in a statement.

However, nearly after five months now the restaurant chain has unveiled a 30-second ad campaign on its YouTube channel depicting KFC chicken buckets with the "Finger-Lickin'" words blurred out from its captions.

The ad then ends with the tagline "That thing we always say? Ignore it. For now,".

The campaign has been launched in markets like the UK, the Netherlands, South Africa, Canada, parts of Asia, the Middle East and North Africa.

Previously, in March 2020, the brand launched an advertisement in the UK with the tagline, which portrayed consumers licking their own fingers after eating chicken from KFC. However, the ad was criticised on social media platforms for being irresponsible and insensitive during such difficult times. The UK’s advertising standards authority received at least 150 complaints. However, the video was withdrawn by KFC later.

KFC was founded in the 1930s by Harland Saunders opened its first franchise in the 1950s and has used the finger lickin' good slogan since then. The fast-food brand dropped the slogan in the late 1990s but brought it back in 2008.

KFC has 22,500 outlets around the world - 900 in the UK and Ireland. It is owned by Yum! brands, which also owns Pizza Hut.