KFC wraps up creative pitch for SG

KFC Singapore has appointed The Secret Little Agency (TSLA) as its lead brand and creative agency in Singapore after a competitive pitch involving four other agencies. TSLA’s remit will include branding, design and integrated communication duties across all channels for KFC Singapore.

The win for TSLA comes shortly after it started work with the KFC brand in Indonesia and Mongolia. First work is expected to launch in the coming two months. Marketing first reported on the pitch in July this year where incumbents Ogilvy Singapore declined to pitch for the account. According to KFC, it was looking to hire an agency to support its brand strategy with distinctive communications and fresh creatives. 

“TSLA demonstrated a deep understanding of KFC’s role in the Singapore culture and has presented a creative direction which we believe is distinctive for KFC. We are excited to embark on this journey with TSLA to bring a fresh approach to our communications. I would like to thank all participating agencies for their hard work on the pitch, and also our incumbent agency, Ogilvy, who have been a great partner over the past five years,” Juliana Lim, senior director, marketing & food innovation at KFC added.

This win is an expansion of KFC’s growing relationship with TSLA and Mother globally in markets across Europe, and closer to home in Mongolia and Indonesia.

“We are thrilled and incredibly excited to be given this opportunity to build on the creative momentum of KFC globally. We’re confident we can unlock greatness for the brand on our home turf here in Singapore and can’t wait to get started,” Min Ng, general manager at TSLA said.

Recently, KFC also decided to press pause on advertising its iconic 64-year-old slogan "Finger Lickin' Good". 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.

To promote the pause in advertising, KFC has unveiled a short clip on its KFC UK and Ireland YouTube channel. The 30-second clip featured various KFC chicken buckets, with the "Finger Lickin'" words blurred out from its captions. It ends with the tagline "That thing we always say? Ignore it. For now".

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