The mascot, currently known as ‘K’ internally, was recently unveiled on the brand's social media channels and via community newspapers, which resulted in an open call for children to help the radio station finalise the mascot's ID card.

Specifically targeted at primary school leaners, schools across the Western Cape are encouraged to get involved in the competition to name the mascot and design his unique Kfm 94.5 t-shirt.

The mascot aims to be the personification of the station's brand values and will also aim to make the brand’s personality more explicit through his traits and mannerisms. 

According to Kfm 94.5, some of the mascot's characteristics are:

  • cheerful
  • warm
  • a little mischievous, but mostly playful, and
  • a little shy or bashful.
The radio station has also listed the mascot's likes and dislikes:
  • He likes to dance and is an expert swimmer.
  • He likes to make people smile and laugh.
  • His favourite colour is Kfm red.
  • He is a sushi lover.
  • He likes t-shirts and sneakers. 
  • His motto is 'dance like no one’s watching'.
  • His dislikes include adulting and plastic waste.

"Kfm 94.5 has always been highly visible in the Western Cape. Our world-class activations and immersive station events are carefully curated with our audience in mind," says Saskia Hickey, Kfm 94.5 marketing manager.

Hickey adds, "The Kfm 94.5 activations arm includes the internal events team, the Kfm 94.5 Crew, powered by Toyota, and now, the Kfm mascot. We strategically selected the African penguin, which has been synonymous with Cape Town since the first colony settled in Boulders Beach in 1982." 

"The aquatic birds are known for their charisma, and the Kfm 94.5 mascot will have just that – plus boundless energy, and, of course, happy feet," says Hickey.

Hickey adds, "We are asking primary school leaners and, by extension, their schools and families to get involved by helping us to give 'K' a proper name and identity." 

The competition to name the mascot will close at 09:00 on Thursday, 10 May, and the winner will be announced on Kfm Mornings on Friday, 18 May.

The winner will win an exclusive Toy Kingdom trolley dash to the value of R5 000. The winner's school will also win R10 000 worth of vouchers for art supplies, or fundraising initiatives.

For more information, visit www.kfm.co.za. You can also follow Kfm 94.5 on Facebook or on Twitter.