MullenLowe S’ng & Partners and Trapper Media Group were tasked to articulate Texas Chicken’s vision in a localised context, in efforts to ensure relevance within the Malaysian market
MullenLowe S’ng & Partners and Trapper Media Group have been appointed as Texas Chicken Malaysia’s agency of record partners for a two-year period effective November 2020, following a recent multi-agency pitch.
They will be responsible for managing all creative, digital, social and media duties for the brand, in alignment with Texas Chicken Malaysia’s business objectives.
Following its brand relaunch this year, Texas Chicken had unveiled a new global brand positioning to connect and engage with consumers in a whole new way, as the brand continues to expand its reach worldwide.
MullenLowe S’ng & Partners and Trapper Media Group were tasked to articulate the global brand vision in a localised context, in efforts to ensure relevance within the Malaysian market.
“We are proud to partner with Texas Chicken Malaysia, which is one of the biggest chicken QSRs in the world. We see 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,” shares Adrian S’ng, CEO of MullenLowe S’ng & Partners.
Multiple consumer touchpoints had been reimagined in line with Texas Chicken’s new brand expression, which reinforces its focus on quality, bold innovation and a modern and edgy attitude.
“MullenLowe S’ng & Partners and Trapper Media had demonstrated a clear understanding of the brief, brand and category, and also impressed us with their insights on the QSR industry,” said Lim Teck Huak, General Manager of Texas Chicken Malaysia.
“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.”
Group CEO of Trapper Media Group, Sivanathan Krishnan, adds, “It’s truly an honour for Trapper Media 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.”
Texas Chicken landed on Malaysian shores in 2013 and currently has more than 70 restaurants nationwide. It is best known for its freshly-made fried chicken, signature Honey-Butter Biscuits and delicious array of chicken wraps and burgers.