Shifting Finger Lickin' Good from an Attribute to an Attitude.

KFC had a growing problem. Its core audience was getting older, and the brand needed to attract a younger customer. But they needed a refresh that didn’t alienate their core. Cue “That’s Finger Lickin’ Good.” To reintroduce KFC to a modern audience, we took an iconic slogan and gave it broader meaning. We made "Finger Lickin’ Good" about more than a product attribute. We turned it into an attitude and a way to invite new people to the brand.

We launched by entering the minds of our customers right before they took that first delicious bite. We captured all the authentic, unfiltered inner thoughts we have when Kentucky Fried Chicken is two inches from our face. After all, who hasn’t whispered sweet nothings to a gorgeous-looking Chicken Sandwich moments before impact?

In short form and digital, “That’s Finger Lickin’ Good” became an exclamation point for moments of internal joy and KFC love. These quick-hitting videos seeded our new tagline and helped define what “That’s Finger Lickin’ Good” really means to people.

Our new approach to KFC social focused on bringing the Finger Lickin' Good Attitude to everyday moments.

Yep, we kept the heritage of a brand that people truly love and adore, and invited more people to share in moments that are better than just good. They’re "Finger Lickin Good".

Select Press

Select Press

Client
Kentucky Fried Chicken

Role
Senior Art Director

Agency
Mullen Lowe

©2023 Tucker Stosic

tmstosic@gmail.com