Carl’s Jr to Jaab

Singapore - Aspac F&B has appointed Jaab to handle the Carl's Jr creative account following a pitch process that began in December when incumbent agency, Eleven surrendered the business.

The account includes the Singapore and Malaysia markets and is for one year. Aspac F&B marketing manager, Jeremy Quek told Marketing that Jaab suited the company's working style and a factor behind the appointment was also the agency's ability to turnaround work quickly. Quek was unable to say when first pieces of work would roll out but that upcoming campaigns would be product driven.

Eleven helped launch the Carl's Jr brand to Singapore three years ago and won a gold Effie at last years awards show for the ‘It's gonna get messy' campaign. Quek said that, under Jaab, the brand would maintain the ‘edginess' of past work.

Aspac F&B acquired the master franchise to operate Singapore and Malaysian outlets of US-headquartered CKE restaurants subsidiary and burger chain Carl's Jr.