Chick-fil-A appoints media partner ahead of Singapore debut

Chick-fil-A has appointed Ministry Agency as its media agency, ahead of the American fast-food brand’s first outlet in Asia.

The appointment was announced by Kelvin Koo, managing partner at Ministry Agency, in a LinkedIn post, where he described the win as “a full-circle moment” that was deeply personal. Koo revealed that Chick-fil-A’s manifesto had inspired the culture he sought to build when founding his first agency in 2003. “To partner with a brand that has shaped my own approach to leadership and business for two decades is a genuine privilege,” he wrote.

MARKETING-INTERACTIVE has reached out for more details. 

Chick-fil-A’s Singapore debut comes at Bugis+ on 11 December, marking a 10-year, US$75 million investment into the city-state. The restaurant will operate daily from 10am to 10pm, except on Sundays, following the brand’s tradition.

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Ahead of the launch, Chick-fil-A ran a pop-up in Singapore in June 2024 to introduce its iconic original chicken sandwich to the community. The three-day event attracted more than 1,000 visitors and raised SG$30,000 for Community Chest, the philanthropy and engagement arm of the National Council of Social Service, through a suggested SG$10 donation from attendees. The pop-up also allowed the brand to gain insights into local guest preferences in preparation for its permanent outlet.

“The profound love that Singaporeans have for food, as well as the city’s strategic position as a gateway to the Asian market, make it the ideal choice for Chick-fil-A’s first permanent restaurant in the region,” said Anita Costello, chief international officer at Chick-fil-A, Inc.

Hugh Park, head of Asia Pacific operations at Chick-fil-A, added that the brand’s locally owned and operated approach will allow it to better connect with people in Singapore, while maintaining its signature hospitality and food quality.

“We are thrilled to introduce Chick-fil-A to Singapore, bringing new jobs and opportunities as we support the local community. Serving our Guests with high-quality food and signature hospitality remains our top priority,” Park said.

Chick-fil-A is not the only fast-food restaurant to appoint a media agency. Earlier in September, Shake Shack Singapore named WILD Group its media agency, where the agency will be tasked to handle social media account management, media production and KOL management for the brand. 

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