Secret Recipe reappoints Lion and Lion for social duties in MY

Secret Recipe has reappointed Lion and Lion in Malaysia to manage social duties for another year, following a two-year successful partnership. Following the reappointment, the agency will roll out the brand's next campaign "The Secret Recipe to Happiness, Celebrating 22 years of Sweet Moments" to position Secret Recipe as a brand that has a strong brand heritage, and that resonates with happiness, celebrations, family and birthdays.

Lion and Lion will also continue to increase Secret Recipe's current fan following, reach and engagement on Facebook, Twitter, and Instagram. The campaign will run until June 2020. According to Secret Recipe, Lion & Lion had accelerated the brand's fan base growth on social platforms by 49% in the last two years, as well as improved response rates by 7%, and increased engagement with fans on Instagram with an organic fan growth of 20%. Lion and Lion also launched the brand's Twitter account and grew its fan base by 700% in a year.

Evelyn Lee, Secret Recipe's senior marketing manager, said Lion and Lion was not just a trustworthy agency, but also a strategic partner that had built an online presence for the brand and continued to help it understand its customers better.

"As digital is fast becoming the main platform where consumers interact with brands, it's important for us to not only be part of conversations online, but also to shape and steer them to build positive affinity for the brand. Lion and Lion has helped us achieve this," Lee said.

Meanwhile, Jeppe Carlsen, MD at Lion and Lion in Malaysia, said Secret Recipe was a brand that most Malaysians associated with birthdays and celebration, and many of them had grown up eating its cakes as they have been part of the Malaysian celebration tradition for 22 years.

"We want to re-ignite those memories for consumers and we are excited to continue testing and innovating with platforms to keep the momentum going for Secret Recipe," he added.

Separately in August this year, the agency streamlined its business focus to three core service areas, namely strategy, creative and media. Newly-minted CEO Fredrik Gumpel aims to realign the business model to reinforce the agency's position, capabilities and services. Gumpel, who was promoted following Casper Andersen's exit, said Lion and Lion would increase its investment in the three identified core areas by bringing onboard more specialists and senior industry experts.

Read also:
Lion & Lion shuffles regional management, appoints new SG and Indonesia MD
Lion & Lion names Cheelip Ong as Asia?s creative chief
Former Lion & Lion co-founder Casper Andersen on leaving an agency he built

(Photo courtesy: Secret Recipe's Facebook page)