KFC’s It’s Finger Lickin’ Good slogan has been around for 64 years, which is impressive for a brand in this day and age. The chain is firm believers that there’s one simple reason it’s become so famous: because it’s true.

“Our chicken is, quite simply, Finger Lickin’ Good. Whether it’s the perfectly cooked chicken on the bone, or the secret recipe of 11 herbs and spices, we’ll never know. But the idea of even one little bit going to waste is no joke,” the company says.

“Think we can all agree, this year has been like no other and, right now, our slogan doesn’t feel quite right,” it added.

So, for that reason, it will press pause on using it in advertising, for a little while. This is happening globally. KFC’s paused using the tagline in the U.S. back in March.

“We find ourselves in a unique situation—having an iconic slogan that doesn’t quite fit in the current environment. 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,” says Catherine Tan-Gillespie, global chief marketing officer at KFC.

“In all seriousness though, whilst we’re taking a moment to have a little fun, rest assured we’re still going to be providing Finger Lickin’ Good chicken and a responsible experience for our amazing team members and guests around the world,” the company added.

And for all those fans, the slogan will be back. Just when the time is right.

Marketing & Promotions, News, Kentucky Fried Chicken