Texas Rooster Malaysia companions MullenLowe S’ng & Companions
MullenLowe S’ng & Partners and Trapper Media Group were engaged to articulate the vision of Texas Chicken in a localized context to ensure relevance in the Malaysian market
MullenLowe S'ng & Partners and Trapper Media Group were appointed as Texas Chicken Malaysia's agency for record partners for a period of two years with effect from November 2020 following a recent multi-agency pitch.
You will be responsible for managing all of the brand's creative, digital, social and media endeavors in line with Texas Chicken Malaysia’s business objectives.
Following the brand relaunch earlier this year, Texas Chicken unveiled a new global brand positioning to connect and connect 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 hired to articulate the global brand vision in a localized context to ensure relevance in the Malaysian market.
“We are proud to partner with Texas Chicken Malaysia, one of the largest QSRs for chickens in the world. We see great potential in this partnership as fried chicken is Malaysians' favorite comfort food. With 2020 being a very challenging year for most people, we look forward to revitalizing consumer sentiment through exciting campaigns and activations that will move consumers in meaningful ways, ”said Adrian S'ng, CEO of MullenLowe S'ng & Partners.
In line with the new Texas Chicken branding, several consumer touchpoints have been redefined, increasing the focus on quality, bold innovation and a modern and edgy attitude.
"MullenLowe S’ng & Partners and Trapper Media had a clear understanding of the mission, brand and category, and also impressed us with their insights into the QSR industry," said Lim Teck Huak, general manager of Texas Chicken Malaysia.
“They suggested bold ideas that work with our branding, and most importantly, they presented campaigns that we believe will resonate with Malaysian consumers. We look forward to working hand in hand with your team as we build on our brand awareness and take it to the next level. "
Sivanathan Krishnan, Group CEO of the Trapper Media Group, added: “It is really an honor for Trapper Media to be selected as the media partner for Texas Chicken. We both share the same values as challenger brands and believe we are well positioned to unlock the untapped potential of Texas Chicken to bring the iconic flavors of Texas to even more Malaysians. "
Texas Chicken landed on Malaysian shores in 2013 and currently has more than 70 restaurants nationwide. It is known for its freshly cooked roast chicken, signature honey-butter cookies, and delicious selection of chicken wraps and burgers.