Grill’d continues to sledge KFC with new ‘Finger Lickin’ Better’ positioning

Grill’d burger chain has been firing shots at competitor KFC in recent months, and continues to do so with a new tagline ‘Fringer Lickin’ Better’.

The new positioning comes in Grill’d’s latest tactical ads for new Healthy Fried Chicken (HFC) Bites.

Grill’d Finger Lickin Better Outdoor

The tagline takes aim at KFC’s world-famous ‘Finger Lickin’ Good’ slogan, with Grill’d pushing their natural, healthy fried chicken as an alternative.

The new HFC Bites come in Natural or Sticky Honey Soy and Grill’d says they are 100% natural just like the rest of the Grill’d menu, including zero artificial colours, flavours and preservatives.

They are also gluten-free and made with higher welfare RSPCA approved chicken breast, which is free from added hormones and chemicals.

The latest campaign follows Grill’d offering all KFC employees free HFC Bites if they visited a Grill’d store in their uniform.

Over 150 KFC employees redeemed the offer in Grill’d restaurants across Australia.

At the time, founder of Grill’d, Simon Crowe, said: “We are doing what we have done for many years for burgers, now for fried chicken. Investing in quality ingredients is an investment in our health and we’re biting back against the myth that fried chicken can’t be healthy.”

In October, Grill’d began using images of US President Donald Trump and the phrase ‘You are what you eat’ to launch its new 100% natural burger menu.


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