“para chuparse los dedos” means “Finger Lickin’ Good” Is Back at KFC.

KFC has launched a new Hispanic marketing campaign that aligns with the timing of its exciting, new broad market initiative. The campaign, called “ para chuparse los dedos,” was created by the Louisville-based KFC Hispanic agency of record, Scoppechio, and announces the return of one of the most famous slogans in advertising history, “Finger Lickin’ Good™.”

The new Hispanic work includes TV, digital, radio and out-of-home components to celebrate the Colonel’s timeless menu and the value Hispanic families place on a home-cooked meal. In the television spot, a young mother finds herself hosting a surprise family reunion when loved ones unexpectedly drop by. Stunned yet excited, she realizes she has nothing to feed them— but KFC saves the day. Everyone gathers to enjoy a family meal from KFC, featuring new Kentucky Baked Beans with Pulled Chicken, and, of course, KFC’s Original Recipe® chicken that is always “Finger Lickin’ Good™.”

“‘Para chuparse los dedos’ is a familiar and well-liked expression in the Hispanic community,” said KFC spokesman, Rodrigo Coronel. “The goal of this campaign, as well as the larger broad market program, is to effectively leverage the iconic assets of the KFC brand, including its biggest, Colonel Sanders, in a new and relevant way. Scoppechio, which also created the point-of-purchase elements for KFC’s new general market campaign, worked closely with Wieden + Kennedy to accomplish all of these marketing objectives.”

“Quality food and togetherness are very important for Hispanic consumers,” said Yamilca Rodriguez, Senior Director of Multicultural Marketing at Scoppechio. “The Colonel had it right from the start. We wanted to instill his philosophy of hospitality and homemade meals and this work does precisely that.”

The Hispanic TV spots premier nationally May 25 on Univision, Galavision, UniMas, Telemundo, Fox Deportes, ESPN Deportes and Mun2.