Ayam Brand names regional social agency

Ayam Brand has appointed Digital People to manage Facebook and Instagram across Malaysia, Singapore, and Brunei as well as digital campaigns for a year. This follows a pitch held last August and saw four agencies participating. According to Ayam Brand, Digital People was chosen because the brand was looking for a new way to communicate a popular brand and found that Digital People's pitch fit the brand's vision.

"We are eager to leverage Digital People's strengths in campaigns, content and performance insights to improve our brand's communications," the brand told A+M. The videos created in collaboration with Digital People currently include recipes as well as festive promotions.

Digital People's co-founder and creative director, Amy Chandra, told A+M that its vision is to nurture and build Ayam Brand with a strong community of healthy eaters. She explained that during the pandemic, eating habits have improved and people are being more conscious about what they put on their plate and how they feel.

"Today, with the new norm, people are returning back to the office while many continue to WFH. Work hours have shifted and some people are actually losing track of their eating habits. We want to help Ayam Brand fans stay strong and continue what they started with fast, healthy meals," Chandra said. 

Meanwhile, Chandra said the brand's Ramadan and Raya campaign this year garnered more than 25 million views on Facebook and Instagram, proving to be a great success in bringing more than 40 KOLs and celebrity chefs who shared their recipes and Ayam Brand products. In January this year, Ayam Brand entered the eCommerce scene by launching on Lazada and Shopee since Malaysians are already accustomed to these two platforms. The brand wanted to expand its distribution and decided to offer a more convenient option for its customers. During the eCommerce launch, Ayam Brand handed out recycling bags, which Digital People said were a big hit among consumers. 

Related articles:
Ayam Brand embraces VR as it turns 125
Ayam Brand Singapore appoints media agency
Ayam Brand creates rap on Singapore, Malaysian cuisine