In case you missed it, YUM! Brands has gone Catholic crazy.  Using KFC and Taco Bell, the company’s two most well known imprints, it has begun a marketing strategy to forcefully communicate “YUM!”, apparently their core competency, to the hardcore members of the Catholic faith.

A few weeks ago, KFC CEO sent a letter to the Vatican to ask the Pope to bless their Fish Snacker, KFC’s first foray into “fish,” or as the theologians at Kentucky Fried Church Chicken in Louisville like to call it, a ”Modern Take on ‘Loaves and Fishes’”. 

KFC’s new Fish Snacker Sandwich, a tender, flaky filet of 100 percent Alaskan Pollack topped with tangy tartar sauce and served on a warm sesame bun, extends KFC’s popular Snacker line-up and is ideal for American Catholics who want to observe Lenten season traditions while still leading their busy, modern lifestyles. The company has turned to Pope Benedict XVI, beseeching him to bestow his Papal blessing for this innovative new menu item. Vatican officials confirmed they received KFC’s request, and the company is hopeful to get the Pope’s blessing this Lenten season.

And now at Taco Bell, you can be greeted with this signage as you’re ordering a chalupa or Mexican Pizza:

“Great taste during Lent?”

Is it just me or is that actually a bad marketing campaign because hardcore Catholics would view “great taste” as too much of an indulgence. 

Mary Milan’s mom always gives up chocolate for Lent.  I’m sure right now she’s thinking, “What I really want is a 7-Layer Burrito from the Bell.” 

One year, Mary Milan gave up Sprite.  I think I’m going to take her to Taco Bell this week to see if she has a flare up.

The thing that makes me laugh?  Picturing Bono making a run for the border to get his grub on during Lent.  What do you think Bono gives up?  If he were for real, it would be wearing sunglasses.

* UPDATE

It seems that McDonald’s takes a more subtle and year round approach in their marketing strategy to hungry Catholics. This is why McDonald’s is the #1 fast food purveyor in the world - they know how to get people coming back.

Why sell to Catholics only during Lent? It’s not like Bono and the Pope don’t have to get their eat on for 52 Fridays out of the year.

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