KFC’s big new U.K. campaign last March couldn’t have been more unfortunately timed—Mother London had created a whole new push around the brand’s well-known slogan “finger-lickin’ good,” featuring billboards and videos of people enthusiastically eating with their hands and licking their digits. But it launched just as COVID-19 struck and suddenly the world was hygiene-obsessed.
Mother reacted with characteristic bravado. Not only did it pre-emptively take down the work, it leaned into the embarrassment later in the year with a global campaign that cheekily addressed the problem, blurring out and pixelating its slogan both on packaging and on billboards and asking consumers to “ignore it. For now.” Having pitched the idea to KFC’s global team, the work ran in 12 countries.