Fast food chain KFC has paused its ‘Finger Lickin’ Good’ tagline 64 years after it began using the classic slogan.

Admitting that the famous phrase is not suitable during a time when customers are being encouraged to adapt to higher hygiene measures with face masks and official hand-washing advice, KFC has launched a new advertising campaign with the tagline blurred and pixelated on posters and packaging.

The company revealed this new advertising on a Youtube video saying: “That thing we always say? Ignore it. For now.”

Five months ago, when the coronavirus pandemic was beginning to ensue lockdowns all over the world, the Advertising Standards Authority received 163 complaints against  a KFC’s advert depicting people licking their own (and other people’s) fingers – an act entirely against hygiene advice encouraged to prevent the spread of the virus. The advert was withdrawn by KFC.

“We find ourselves in a unique situation – having an iconic slogan that doesn’t quite fit in the current environment,” said Catherine Tan-Gillespie, KFC’s global chief marketing officer. “While we are pausing the use of ‘It’s Finger Lickin’ Good’, rest assured the food craved by so many people around the world isn’t changing one bit.”

KFC, part of the Yum Brands!, has opened the majority of its sites, with health and safety policies in place, across more than 900 of their restaurants in the UK, where 27,000 staff are employed.