Renowned U.S. fast food chain Kentucky Fried Chicken (KFC) will temporarily stop using its famous slogan “Finger Lickin’ Good” because it deems it inappropriate at a time of the Covid-19 pandemic when personal hygiene has become a top priority in preventing disease transmission.

At a time when protective masks and hand washing have become the norm, and health officials are advising people to stop touching their faces, KFC says the slogan “doesn’t seem appropriate.”

The “Finger Lickin’ Good” slogan, used by chain owner Yum Brands Inc. for 64 years, will be temporarily removed from worldwide advertising and will be used again when the time comes, the company said.

"We are in a unique situation - we have a famous slogan that does not fit into the current environment," said KFC Chief Marketing Officer, Catherine Tan-Gillespie.

The restaurant chain posted a video clip on YouTube showing various chicken baskets with blurred words “Finger Lickin”

The ad ends with the words, "That thing we always say? Ignore it. For now."