Garrett Popcorn Shops sweetens social media offering with new agency partner

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Garrett Popcorn Shops has named PROTOCOL as its news social media agency in Singapore. The agency was engaged to help the brand develop, enhance and execute its social media content strategy. The appointment of PROTOCOL comes as Garrett Popcorn Shops aims to expand its influence in the Southeast Asian (SEA) market, and intends to move into the TikTok space in Singapore to reach younger audiences. PROTOCOL’s work is slated to commence April this year.

Kelvin Kao, chief executive officer at PROTOCOL said, "Our team absolutely loves Garrett Popcorn, and we jokingly considered being paid in kind. It is an iconic brand with an incredible history, and I couldn’t be more excited.”

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Echoing similar sentiments, Cindy Geskin, president and chief operating officer, SEA and China, EVP Garrett Brands said, We are thrilled to welcome PROTOCOL to the Garrett family. Their sharp humor, cultural insight, and dedication to craft make them a perfect fit for our brand."

"Garrett Popcorn spans generations, making TikTok a natural next step. TikTok’s focus on authenticity and connection aligns perfectly with our brand," she added.

PROTOCOL was also recently appointed as the new social media agency for non-government organisation Singapore Kindness Movement (SKM). As its social media agency, PROTOCOL is tasked to expand SKM's digital presence, drive engagement and cultivate a vibrant online community - ultimately reinforcing SKM's mission to encourage acts of kindness.

In addition, with a social-first creative approach, PROTOCOL will strengthen SKM's brand voice, making kindness more relatable and accessible, particularly for younger audiences.

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