After settling creative, KFC Singapore picks new social media agency

KFC Singapore has appointed GOODSTUPH Singapore as its social media agency. This follows a three-way pitch which was concluded in August. The appointment will be for a period of one year, during which GOODSTUPH will provide strategic and creative counsel for the KFC brand with regard to social media marketing, working closely with its newly-appointed lead brand and creative agency, The Secret Little Agency (TSLA).

Juliana Lim, senior director, marketing and food innovation at KFC, said it chose the agency as it has presented an "exciting" content strategy for KFC to stay connected with today’s consumers. "Not only are their ideas bold and creative, the team has also displayed a strong understanding of pop culture and consumers insights. We love their energy and hope to bring this passion onto our social media platforms, to create exciting and meaningful content for our fans," Lim added. She also thanked incumbent agency Ogilvy for the past five years of partnership, as well as the other agencies that participated in the pitch.

Pat Law, founder, GOODSTUPH, said: “For many Singaporeans, KFC is a staple of our lives. KFC as a place, is one of the first forms of social media where we hung out with friends and family on a weekend. KFC as food, is the first bite of comfort we turn to, when we have had a bad day. KFC as culture, is now the bomber jacket I wear, to pair with my skinny jeans. KFC is Life. It is rare for us to have the opportunity to work on a brand with such a rich, progressive DNA. We are thrilled and we look forward in creating great work together with the brand."

GOODSTUPH's appointment comes two weeks after KFC picked TSLA as its lead brand and creative agency in Singapore after a pitch involving four other agencies. TSLA’s remit will include branding, design and integrated communication duties across all channels for KFC Singapore. TSLA's first work is expected to launch in the coming two months. Marketing first reported on the pitch in July this year where incumbent Ogilvy Singapore declined to pitch for the account.

GOODSTUPH is a 60-man social marketing agency headquartered in Singapore, with offices in Jakarta, Indonesia, and Bangkok, Thailand. Its other clients include Bosch, Economic Development Board Singapore, HP, Home Box Office Asia, Netflix, Singtel, Unilever Singapore and United Overseas Bank.

Earlier last month, KFC temporarily paused advertising of its iconic 64-year-old slogan "Finger Lickin' Good" in certain markets. In a global press release, the fried chicken company said it felt that the slogan does not "feel quite right" this year, given the pandemic situation. Catherine Tan-Gillespie, global chief marketing officer at KFC, said its the slogan does not quite fit the current environment. However, the Singapore market will not be following suit. In a statement to Marketing, Lynette Lee, general manager, KFC Singapore confirmed that the Singapore market has no plans to pause advertising on its slogan. Meanwhile, Angelina Villanueva, CMO of KFC Malaysia, confirmed to Marketing about its move to remove the words "Finger Lickin' Good" in its communications.

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