KFC Continues its Brand Awareness Blitz

A few weeks ago, I wrote an article on KFC holding a contest on Myspace to find their number one fan (KFC is Looking for their own Jared, June 11, 2009). Well KFC is back in the news this month when they launched their third annual KFC’s Hitmaker contest. This contest invites aspiring artists to submit songs that offer a positive message for a shot at prizes and national exposure. Rappers David Banner and MC Lyte are selecting the winning songs this year. Once selected, the 12 finalists will have their songs featured on a compilation CD, and the winner will receive a “Hitmaker recording studio,” complete with a MacBook Pro, Logic Studio software and a speaker system.

As I look what KFC has been doing lately, I realize that their new campaign “Unthink KFC” is exactly the opposite of what they are trying to do. As KFC has released their new grilled chicken they are putting on a brand awareness blitz. They want people to think of KFC at the same instant as other fast food restaurants. By getting their name out in the public as much as possible they are hoping that instead of someone thinking, “Wow, I’m hungry. Should I stop at McDonalds or Subway?” they will now think “Wow, I’m hungry. Should I stop at McDonalds or Subway? Oh wait, KFC! Yeah I think KFC tonight!”

It doesn’t matter how KFC gets the public to think of them, as long as they do in fact think of them. Let’s break this down for a moment. KFC is holding a contest on Myspace, now the social media butterflies think KFC. KFC is also holding a music contest, now all the underground MCs and producers are thinking KFC. On top of those, they are heavily promoting their grilled chicken, so the health conscious consumers have a reason to think KFC. Even though KFC is promoting their brand through an “Unthink KFC” campaign, what they really want you to do is Think KFC!