KFC has gone through a transition, but its heritage tagline remains intact. “Finger Lickin’ Good” has been a part of the brand since the 1950s, and a new campaign by the chicken chain is putting it front and center.
MullenLowe, which took over creative duties for KFC after the brand spent 6 years with Wieden+Kennedy, has made the tagline a theme of its new campaign, with the Colonel serving as voice over and spokesbucket personality, rather than the rotating crop of celebrity Colonels.
The new campaign utilizes a family vibe in its hero spot, discovering all the ways KFC is “finger lickin’ good,” including dipping chicken tenders in mashed potatoes and gravy, bribing kids with mac and cheese, gently squeezing a chicken sandwich bun and going full spicy mode.
Other ads see a woman sizing up her chicken sandwich, watching a family enjoy each aspect of a meal and a man enjoying the “Razmatazz” of a spicy chicken sandwich.
KFC put its creative and media accounts in review in September of 2021 after working with Wieden+Kennedy for creative since 2015 and media since 2018. The brand named Publicis Groupe’s Spark Foundry as its media AOR earlier this year.