Texas Chicken MY concludes integrated pitch after serving up brand relaunch

Texas Chicken Malaysia has appointed MullenLowe S’ng & Partners and Trapper Media Group to manage creative, digital, social and media duties for two years effective November 2020, following a recent multi-agency pitch.

Earlier this year, Texas Chicken unveiled a new logo featuring a vivid gold brand circle above and below the bold signature Texas brand name. The lettering is also set at an angle to demonstrate how Texas Chicken is "shaking things up" with bold flavour and the confident Texas spirit. Both MullenLowe S’ng & Partners and Trapper Media Group are tasked to articulate the global brand vision in a localised context, in efforts to ensure relevance within the Malaysian market.

According to the company previously, the new brand identity was based on rigorous consumer insights collected from thousands of QSR customers throughout Asia, the Middle East and the Americas and expresses unique attributes such as quality, boldness, innovation and flavour.

Lim Teck Huak, GM of Texas Chicken Malaysia, said both agencies demonstrated a clear understanding of the brief, brand and category and also impressed the team with their insights on the QSR industry.

"They proposed bold ideas that synergised with our brand aspiration, and most importantly, presented campaigns that we believe would resonate with Malaysian consumers. We are excited to work hand-in-hand with their team as we build on our brand awareness and take it to the next level," Lim added.

Adrian S'ng (pictured above left), CEO of MullenLowe S'ng & Partners said the team sees great potential with this partnership as fried chicken is Malaysians' favourite comfort food. "With 2020 being a very challenging year for most people, we look forward to reviving consumer sentiments through exciting campaigns and activations that will move consumers in meaningful ways," he added.

Group CEO of Trapper Media Group, Sivanathan Krishnan (pictured above right), said it is truly an honour for the agency to be selected as the media partner for Texas Chicken. "We both share the same values as challenger brands, and we believe that we are well-positioned to unleash Texas Chicken’s untapped potential as it seeks to bring the legendary taste of Texas to even more Malaysians," he added.

The brand expanded into Malaysia in 2013 and has more than 70 restaurants nationwide. In addition to the rebranding in May, the company also rolled out new product packaging and a more compelling restaurant design. The Texas Chicken outlet at Sunway Pyramid was the first in Malaysia to feature the new restaurant design which comprises a striking exterior with warm textured wood panels anchored by a new "puck" logo sign that pops.

Its interior features large murals with signature icons that reflect essential elements of Texas such as jalapeno pepper for "Bold", a lone star representing the state of Texas and a chicken for flavour. The digital menu boards also echo the "crisp, straight-shooting, Texas-sized personality" of the brand, with a new focus on larger visuals to make ordering simpler and help guests find their favourite foods quickly and easily.

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