KFC Singapore wraps up social pitch

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KFC Singapore has appointed Arena Media as its social media agency following a pitch first called on 10 January 2022. The appointment, effective from 1 April 2022, will be for a period of one year during which Arena Media will be managing KFC Singapore’s social media communications and marketing activities. The incumbent was GOODSTUPH.

Arena Media is a subsidiary of Havas Media Group Singapore. The agency specialises in leveraging consumer insights and behaviour to deliver meaningful communication solutions to drive sustainable growth for brands and businesses. Its other clients include AIA, Kaplan and Futu Singapore, among others.

Juliana Lim, senior director, marketing, and food innovation at KFC Singapore said the team is excited to work with Arena Media. According to Lim, KFC was particularly impressed with the agency's challenger mindset, as well as depth of social media intelligence and commerce.

"The local fast-food scene continues to be increasingly competitive, with customers now having a wider selection of brands that are constantly expanding their menu offerings. Together with Arena Media and through social, we look to bring to Singapore more engaging content and activations, and continue to fuel their love for KFC," she explained. Lim previously told MARKETING-INTERACTIVE that KFC was on the lookout for an agency that has the creativity and out-of-the-box thinking that fits and supports the brand's direction.

Meanwhile, Leroy Lim, strategic business lead of Arena Media and overall Yum! business lead said: “KFC is an iconic brand that many in Singapore grew up with. Fried chicken is love and we look forward to integrating our social media efforts to help spice up customer experience and engagements, loyalty and more importantly, drive business growth for a brand we are so familiar with.”

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